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Corporate Reputation of Companies on Twitter Seen from a Sustainability Perspective

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 280))

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Abstract

Corporate reputation is becoming increasingly important for firms; social media platforms such as Twitter are used to convey their message. In this paper, corporate reputation will be assessed from a sustainability perspective. Using sentiment analysis, the top 100 brands of the Netherlands were scraped and analyzed. The companies were registered in the sustainable industry classification system (SICS) to perform the analysis on an industry level. A semantic search tool called Open Semantic Desktop Search was used to filter through the data to find keywords related to sustainability and corporate reputation. Findings show that companies that tweet more often about corporate reputation and sustainability receive overall a more positive sentiment from the public.

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Acknowledgements

This paper has been inspired on the MSc master project of Ismael Zerouk who was involved via the master Digital Driven Business at HvA. Thanks go to Riccardo Pinosio for providing some useful suggestions to an initial version of this manuscript. Rob Loke is assistant professor data science at CMIHvA.

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  1. Centre for Market Insights, Amsterdam University of Applied Sciences, Amsterdam, The Netherlands

    R. E. Loke & I. Zerouk

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  1. R. E. Loke
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  2. I. Zerouk
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Correspondence to R. E. Loke .

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Editors and Affiliations

  1. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. Universidade Portucalense, Porto, Portugal

    Ricardo Cayolla

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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Loke, R.E., Zerouk, I. (2022). Corporate Reputation of Companies on Twitter Seen from a Sustainability Perspective. In: Reis, J.L., Peter, M.K., Cayolla, R., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 280. Springer, Singapore. https://doi.org/10.1007/978-981-16-9272-7_42

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