Connecting With Words: A Linguistic Analysis of Online Consumer Brand Engagement During Times of Crisis
Document Type
Conference Proceeding
Publication Date
5-2022
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
Proceedings of the American Marketing Association (AMA) Winter Academic Conference
Publisher
American Marketing Association (AMA)
Conference/Symposium
American Marketing Association (AMA) Winter Academic Conference
City/State
Las Vegas, NV
Volume
33
Pages
630-633
Department
College of Business and Management
Recommended Citation
Kaplan, B., & Miller, E. G. (2022, May). Connecting with words: A linguistic analysis of online consumer brand engagement during times of crisis. In A. Humphreys, G. Packard, & K. Gielens (Eds.), Proceedings of the American Marketing Association (AMA) winter academic conference: Reconnecting and reconceiving the marketplace (pp. 630-633). American Marketing Association. https://www.ama.org/wp-content/uploads/2023/07/Winter-Proceedings-Updated-July-10-2023.pdf
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 630-633.