Sell, Ignore, or Address During a Pandemic?
Year
2020 – 2022
Role
Lead Researcher
Goal
Explore consumers’ sentiment and emotional reactions toward mega-, macro-, and micro-influencers across different types of social media posts during the COVID-19 pandemic
Methods
Computational methods:
– Topic classification to categorize Instagram posts into brand or social issue posts
– Sentiment analysis of Instagram comments
– Emotion analysis of Instagram comments
Outcome
– Conference paper at 2021 American Academy of Advertising (AAA) and 2021 Association for Education in Journalism and Mass Communication (AEJMC)
Maral Abdollahi 