Corporate Reputation of Companies on Twitter Seen from a Sustainability Perspective

R. E. Loke, I. Zerouk

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Corporate reputation is becoming increasingly important for firms; social media platforms such as Twitter are used to convey their message. In this paper, corporate reputation will be assessed from a sustainability perspective. Using sentiment analysis, the top 100 brands of the Netherlands were scraped and analyzed. The companies were registered in the sustainable industry classification system (SICS) to perform the analysis on an industry level. A semantic search tool called Open Semantic Desktop Search was used to filter through the data to find keywords related to sustainability and corporate reputation. Findings show that companies that tweet more often about corporate reputation and sustainability receive overall a more positive sentiment from the public.
Original languageEnglish
Title of host publicationMarketing and Smart Technologies
Subtitle of host publicationProceedings of ICMarkTech 2021
EditorsJosé Luís Reis, Marc K. Peter, Ricardo Cayolla, Zorica Bogdanović
Place of PublicationSingapore
ISBN (Electronic)9789811692727
ISBN (Print)9789811692710
Publication statusPublished - 2022
EventThe 2021 International Conference on Marketing and Technologies - Tenerife, Spain
Duration: 2 Dec 20214 Dec 2021

Publication series

NameSmart Innovation, Systems and Technologies
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026


ConferenceThe 2021 International Conference on Marketing and Technologies
Abbreviated titleICMarkTech 2021


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