“The Social Media Blue Bird Creating an Online Sensation”: A Sentimental Analysis with Reference to Coke-studio Hashtags


  • Anand Shankar Raja M CHRIST (Deemed to be University)
  • M Amaravathi PSG College of Arts and Science, Coimbatore




Coke-Studio India, Coke-Studio Pakistan, Hashtag Fever, Social Media Analytics, Sentimental Analysis


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.

Author Biography

M Amaravathi, PSG College of Arts and Science, Coimbatore

Department of Management Sciences, PSG College of Arts and Science, Coimbatore, India


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How to Cite

Shankar Raja M, A., & Amaravathi, M. (2021). “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), 15-33. https://doi.org/10.12725/ujbm.46.2