Nissan and the Canadian Football League: Listening to emotions - Using social media conversations to derive the emotions behind the sentiment and response to branding moments in media content
Raymond Pettit and Andrew ReidRentrak and SponsorHub
Summary
Rentrak and SponsorHub assessed the marketing and media impact of a major sports sponsorship for Nissan over the course of the Canadian Football League's (CFL) 2014 season. This study utilized a methodology for appraising the media value and impact of the sponsorship for Nissan, as well as a unique approach that maps social media conversations to Plutchik's 'Wheel of Emotions'. Plutchik's psychoevolutionary...