Amaravathi, M (2019) The Social Media Blue Bird Creating an Online Sensation”: A Sentimental Analysis with Reference to Coke-studio Hashtags. Ushus-Journal of Business Management, 18 (1). pp. 15-33. ISSN 0975-3311

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Abstract

Coke-Studio, an online platform hosted in YouTube has
been successful in both countries and has been discussed
on another popular social media platform Twitter. However, studies report that Pakistan Coke-studio fares better in terms of its emotive content than its Indian edition. The paper analyses how the ―Hashtag fever‖ which has created a huge impact on brand image and profitability position of firms all around the world leads to the differential approach. Though a detailed Social Media Analysis (SMA), this paper aims to examine how hashtags work on the Twitter platforms and conclude how social-media often offers a glimpse of subconscious consumer preferences and its implications thereof.

Item Type: Article
Uncontrolled Keywords: Coke-Studio India, Coke-Studio Pakistan, Hashtag Fever, Social media, Analytics, Sentimental Analysis
Divisions: PSG College of Arts and Science > Department of Management Sciences
Depositing User: Users 1 not found.
Date Deposited: 20 Dec 2021 10:50
Last Modified: 20 Dec 2021 10:50
URI: http://ir.psgcas.ac.in/id/eprint/206

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