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Brands whispering emotions

Date of publication: September 8, 2019

Catalogue: Congress 2019: The Global Data & Insights Summit

Companies: Unilever, Ipsos MRBI

Authors: Nihan Sahan Eren, Pelin Halacoglu

Abstract:

This breakthrough study reveals quantitatively the impact of social mood on category purchase behavior and measures mood changes via social media as an early indicator for brand communication management.

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