.... Design/methodology/approach The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis. Findings The results indicate that both user-generated content...

... Limited Licensed re-use rights only Social media Sentiment analysis Nostalgia Leximancer YouTube User generated content Automated text analysis Field experiments Quasi-experiments Retro brands Social media has ushered in an era where consumers’ thoughts, feelings and attitudes...

... in these processes, particularly brand community members, exploit brand transformation for their own benefit. Bernard Cova can be contacted at: bernard.cova@kedgebs.com © Emerald Group Publishing Limited 2016 Brand communities Value capture User generated content Brand co-creation Nutella...

... at: katja.hutter@uibk.ac.at © Emerald Group Publishing Limited 2013 Social media Branding User generated content An executive summary for managers and executive readers can be found at the end of this article. The social media revolution has altered the communication landscape...