CONSUMER RESPONSE TOWARDS MOMENT MARKETING CAMPAIGNS

Abstract

Holistically, this study is concerned about the value social communities bring to brands and how brands should therefore, strategize in order to reap the benefits from these communities. For this purpose, Twitter moments of brands are taken where they put out some campaigns in relation to a specific event that has occurred and is known to the general public. Moment marketing tweets of Oreo Cookies, Paytm, Airtel, Zomato, and Xbox are analysed separately on the emotions and sentiments of the comments received on these tweets. A detailed literature review and background study is also conducted to know about the already available literature on these types of campaigns. We finally combine the results from sentiment analysis and the business moments to find the results if this study. Valuable insights are drawn on the different ways in which brands can use the popular moments for their benefit of increasing engagement on their social media as well as websites or apps. The various kinds of moments which have been previously utilised by brands for such practices have also been studied. Lastly, with all our analysis of user response on the tweets, we enlisted the perfect ingredients for building such moment campaigns which go as – timing, simplicity and relevance or fit.