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Keywords: Consumer sentiments
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2023) 40 (5): 869–893.
Published: 22 February 2022
...Bodo B. Schlegelmilch; Kirti Sharma; Sambbhav Garg Purpose This paper aims to illustrate the scope and challenges of using computer-aided content analysis in international marketing with the aim to capture consumer sentiments about COVID-19 from multi-lingual tweets. Design/methodology/approach...
Includes: Supplementary data
