Understanding consumer engagement and sentiment in social media activism
(R2024-122661)

AUTHORS

Chrystyna Misiewicz, Kozminski University; Karolina Małagocka, Kozminsky University; Elwira Duś-Prieto, Kozminski University

ABSTRACT

This research delves into understanding the fundamental characteristics and evolving dynamics of consumer engagement and sentiment within the landscape of social media activism. Moving beyond conventional metrics, such as hashtags, we employ advanced sentiment analysis methodologies to dissect the multifaceted ways in which consumers engage and express their sentiments in online activist movements. Through comprehensive data analysis spanning Facebbok, we unveil the patterns of engagement and sentiment, shedding light on the fleeting nature of consumer engagement in the social medai activism. Our findings contribute to a deeper comprehension of how consumers leverage digital platforms as a driver of social change , offering invaluable insights for refining strategies aimed at fostering effective online activism and advocacy campaigns.