Uncovering the human voice for deep insights: Transforming online conversations into actionable insights with emotional drivers such as “brand love”

Microsoft examined what drives brand love for technology brands by identifying five drivers using a dataset gathered via social listening tools and a Boolean query.


Consumers naturally build relationships with the brands they interact with, and over time these interactions can turn into what is referred to as “Brand Love” (Sternberg, 1986). In this way, the manner in which interactions are structured holds significant implications for the potential success of any business, and provides all the necessary justifications for a further study. Robert Sternberg developed the Triangular Theory of Love(1986) that researchers have adapted from relationships between people to explain the phenomenon of relationships between brands and consumers. Hence: brand love. By looking at how consumers express their love for a brand,...

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