DESCRIPTION
This case study is focused on the external forces that impact consumer behavior as well as
understanding the role of social media as an external force. To begin, please review our lectures
and reading materials pertaining to external forces. Additionally, as you see fit, please conduct
additional research with respect to external forces impacting consumer behavior.
Based on what we have learned about consumer behavior, with a particular emphasis on external
forces and social media, please complete the case as per the instructions and questions below.
You are allowed to work in groups of up to four (4) people – if you are working in a group,
please inform the professor prior to the deadline and submit only one assignment per group. You
will submit the assignment through the Social Media Case Study assignment on Blackboard or
email it to the professor as a .docx or .pdf file.
QUESTIONS
Consider the way you answered the questions in the Harley-Davidson case (i.e., identified a concept, defined it, then explain how it impacts consumer behavior / found an example of it / etc.). Follow that structure while answering these questions – always work to include as much class content as possible (and always define the concept when you bring it up).
1. Incorporating what we have discussed on external forces, explain the role of social media as an external force influencing consumer behavior. This may include explaining how social media has changed consumer behavior and/or what we know about consumer behavior. Consider the following topics as well as any other concepts or topics we discussed: reference group, opinion leaders and/or influencers, brand communities, culture, and subculture, race/ethnicity, age cohorts, and innovation diffusion.
2. What is a sentiment analysis? Explain why this type of analysis is valuable with respect to consumer behavior (and its external forces) and social media. (5 pts) Please download the gotTwitter dataset (.cvs file) from Blackboard. This file contains tweets and tweet information posted about Game of Thrones following the season finale. Take this opportunity to review the file and familiarize yourself with the data.
3. Conduct a sentiment analysis on the dataset of Game of Throne tweets. Provide a report of your sentiment analysis including a summary explaining and interpreting the results. Note: the summary (including the explanation and interpretation) will likely require additional analyses at your discretion. (15 pts)
4. Discuss how this data (i.e., tweets about the series finale) may inform related consumer behaviors. Describe what the findings of your sentiment analysis mean for current and potential consumers. Within your findings, consider what factors will impact the influence of the data / social media posts (e.g., retweets, number of followers, etc.) and present your findings accordingly.
5. What would you recommend HBO and affiliated or related organizations do given the results of your sentiment analysis and your knowledge of consumer behavior? What can other organizations in this industry learn from your analysis and results? Be sure to incorporate class topics whenever possible.
6. Please discuss your concerns about or negative aspects of sentiment analyses or automated text analysis. What should consumers and/or organizations be aware of or weary about?
