Tweeting Doomsday Scenarios: Engaging Consumers Online During the Coronavirus Pandemic

Authors

Begum Kaplan, Florida International UniversityFollow
Elizabeth G. Miller, University of Massachusetts Amherst

Document Type

Conference Proceeding

Publication Date

2021

Abstract

Using text mining methods to analyze 112,641 tweets posted during two different time periods of the Covid-19 pandemic, this research explores the impact of three features – valence, length, and inclusion of URL – on consumer decisions to retweet, like, and reply to tweets in order to gain greater understanding of the features that drive consumer engagement during times of crisis.

Publication

AMA Winter Academic Conference Proceedings

Publisher

American Marketing Association (AMA)

Volume

32

Pages

808-809

Department

College of Business and Management

Comments

Presented as a Competitive Paper at the American Marketing Association Winter Academic Conference 2021.

The extended abstract is published in the Proceedings. This entry links to the Proceedings (Volume 32) and includes the published extended abstract, located on pages 808-809.

Recommended Citation

Kaplan, B., & Miller, E. G. (2021). Tweeting doomsday scenarios: Engaging consumers online during the Coronavirus pandemic. AMA Winter Academic Conference Proceedings, 32, 808-809. American Marketing Association (AMA).