Tag: emotion

Do negative emotions last and what are the marketing implications?

Many social marketing campaigns use negative emotions to alter consumer behaviour. Paolo Antonetti and Paul Baines discuss their research with Lorna Walker which argues we do not really know whether or not emotional appeals are effective because there is no systematic evidence looking at how they work over time.

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Studying sentiment on Twitter is… complicated

Ana Canhoto discusses the sentiment analysis of social media conversations and her research with Yuvraj Padmanabhan on manual and automated analysis of Twitter data.

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