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Wednesday, July 29 • 10:46 - 12:15
! "Emotions on Facebook A Content Analysis of Mexico’s Starbucks Page"

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Authors: Luceli Ponce and Benoit Cordelier

In this paper, we take the emotion as an essential element of interaction between members of a brand community, in a social networking site. The emotions play an important role in the interaction, since they create narratives in the way of a speech, vocabulary, images, symbols, rituals, etc. (Mc Alexandre, Schouten and Koenig, 2002; Le Breton, 2010). Through a mixed method approach heavily based on a content analysis, we highlighted the emotional elements used for interaction within a community brand. In order to achieve our goals, we analyzed 77 publications and 13,043 comments from members of the brand community “Starbucks Mexico” on Facebook, reported between January and June 2014. The contribution, that we present here, includes the detection of positive and negative emotions expressed on Facebook, as well as the level of participation that they generate, and the distinction of elements used to express emotions. We found that people interact more through emotions related to happiness, such as love, passion, and desire. But also, negative emotions like anger and longing are often used to generate participation.

Wednesday July 29, 2015 10:46 - 12:15
(9th Floor) TRS 3-176 (Ted Rogers School of Management) 55 Dundas Street West, Toronto, ON M5G 2C3

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