The paper presents the results of a qualitative analysis conducted on Twitter posts. The aim was to analyze Italian consumer reactions to the news concerning McDonald’s and Coca-Cola official sponsorship of Expo 2015 to understand how widespread the consumer protest is and what effects it produces in terms of attitudes and emerging issues.
Net-Activism on Twitter. McDonald’s and Coca Cola @Expo2015
FRAGAPANE, STEFANIA MARIA VITTORIA
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2017-01-01
Abstract
The paper presents the results of a qualitative analysis conducted on Twitter posts. The aim was to analyze Italian consumer reactions to the news concerning McDonald’s and Coca-Cola official sponsorship of Expo 2015 to understand how widespread the consumer protest is and what effects it produces in terms of attitudes and emerging issues.File in questo prodotto:
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