“The Social Media Blue Bird Creating an Online Sensation”: A Sentimental Analysis with Reference to Coke-studio Hashtags
DOI:
https://doi.org/10.12725/ujbm.46.2Keywords:
Coke-Studio India, Coke-Studio Pakistan, Hashtag Fever, Social Media Analytics, Sentimental AnalysisAbstract
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.
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