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
;
2017

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.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11387/123592
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