SOCIAL MARKETING IN TIMES OF EXIGENCIES (TWITTER ANALYSIS)

Abstract

I, Apurav Gupta (2K18/MBA/031) a student of Delhi School of Management- DTU, pursuing Masters of Business Administration has worked on my project titled “Social Marketing in times of Exigencies (Twitter Analysis)”.

We all know that Marketing is a social and managerial process; it should have a socio- environmental approach. But, very few organizations cater to it. Social Marketing deals

with development of awareness among consumers in order to influence their behaviour and attitude towards a brand, product or service. In recent years, Social marketing has attracted interests of many organisations, institutions, Non profit organisations. Also, social marketing at times of crisis like natural disasters like floods, pollution and health emergencies has become common. This is because many people believe that social marketing without the intention of just selling your product or service helps to build a positive brand image and a lasting brand value. We know that, at present we are in a middle of a health pandemic “COVID-19” or commonly called corona virus health emergency, which has affected every single institution and business across the globe. My project deals with using Twitter analysis on understanding how brands demonstrate social marketing at times of crisis and understand the sentiment of their tweets and engagement among their followers. We also know that Twitter is one of the most powerful social media platforms where there is active participation of some eminent personalities, organisations etc across the globe. People actively display their views and opinion on Twitter, it serves as a medium to help the common people to raise their concerns and have their opinions heard and valued. So this led to my desire on analyzing tweets in real time and check upon the sentiment analysis, word cloud analysis and study the levels of popularity among 4 major organisations.

5 The organisations taken up for the project are: 1. Hindustan Unilever. 2. Tata group of companies. 3. Zomato. 4. Swiggy. The analysis is based on using Python to extract live tweets and further analysing their sentiments. Also to check on the followers and likes count I have further used Excel and Tableau for visualisation. The insights made from the project can surely help companies to plan their social media activities at times of various crisis and in general to improve their brand image.