Connecting With Words: A Linguistic Analysis of Online Consumer Brand Engagement During Times of Crisis
Document Type
Conference Proceeding
Publication Date
2022
Abstract
In this research, we focus on victim crisis which is the area that has received the least attention in the literature but is most relevant to recent current events and we analyzed ten companies’ posts on Twitter during times of the covid-19 pandemic by examining linguistic style, specifically focusing on the use of personal pronouns and informative content.
Publication
AMA Winter Academic Conference Proceedings
Publisher
American Marketing Association (AMA)
Volume
33
Pages
751-753
Department
College of Business and Management
Recommended Citation
Kaplan, B., & Miller, E. G. (2022). Connecting with words: A linguistic analysis of online consumer brand engagement during times of crisis. AMA Winter Academic Conference Proceedings, 33, 751-753. American Marketing Association.
Comments
Presented as a Competitive Paper at the American Marketing Association Winter Academic Conference 2022.
The extended abstract is published in the Proceedings. This entry links to the Proceedings (Volume 33) and includes the published extended abstract, located on pages 751-753.