Connecting With Words: A Linguistic Analysis of Online Consumer Brand Engagement During Times of Crisis
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.
Proceedings of the American Marketing Association (AMA) Winter Academic Conference
American Marketing Association (AMA)
American Marketing Association (AMA) Winter Academic Conference
Las Vegas, NV
College of Business and Management
Kaplan, B., & Miller, E. G. (2022, May). Connecting with words: A linguistic analysis of online consumer brand engagement during times of crisis. Proceedings of the American Marketing Association (AMA) Winter Academic Conference, Las Vegas, NV, United States, 33, 630-633. https://www.ama.org/wp-content/uploads/2022/05/Winter-Proceedings-Updated-May-26-2022.pdf