9 lecture

Question 1

WHY TRACK CONSUMER SENTIMENT?

Answer 1

Surveys are expensive, time-consuming, backward-
looking
• Online sentiment is:
- generally easily available
- highly correlated with brand-tracking surveys
- a leading indicator of changes in stock prices(after filtering out variation caused by differences in platforms and time)

Question 2

Marketers can use social media for

Answer 2

brand-building purposes and to

track how consumers perceive their brands

Question 3

Marketers can use social media for brand-building purposes and to
track how consumers perceive their brands
In doing so, marketers must realize that: 3x

Answer 3

Social media are not all equal & not all eWOM is created
equally
Online sentiment varies over time and social media platforms
 Brand communications do not occur in a vacuum (“brand
echoverse”)

Question 4

INFLUENCER SPONSORED POSTS is hybrid between

Answer 4

Hybrid between paid and earned media

combiantion between online advertising and ewom