Leonie Bulman's recent articles
Virgin Media shows how brands can curb online negativity through celebrity endorsement
Virgin Media’s campaign featuring sports celebrity Usain Bolt is an example of how telecom brands can reduce negativity around service and customer care on their social media platforms and move brand discussion towards more positive topics.
- Consumers respond more positively to Virgin Media’s campaign featuring Usain Bolt: Compared to other campaigns broadcast by telecom brands in 2011, Virgin Media’s is the only one to attract a higher proportion of positive rather than negative sentiment, suggesting celebrity endorsement is a good way to detract consumers from complaining about service-related issues and focus on more positive topics of discussion, such as the “cool” and “funny” campaign itself
- T-Mobile attack ad and BT’s Adam and Jane adverts generate less positivity: T-Mobile’s attack ad against rivals AT&T and Verizon backfires, as consumer focus remains on T-Mobile’s service and leads to complaints around the brand’s “poor” coverage. BT’s crowdsourcing campaign asked fans to decide on what would happen next in the Adam and Jane series, but fans asked BT in return to “stop wasting millions”
I am wondering if the method of data collection on FB was via likes or comments on the respective companies fan pages. The overall sentiment is valid just the ad comparison used makes me wonder how they worked it out.
Thanks for your comment! We used human analyst to collect and code data and this dataset is based on comments responding to the campaign videos posted on the Virgin Media Facebook page. The comparison to other ads is based on data collected for those particular studies, so comments on the T-Mobile attack ad and comments on the BT crowdsourcing ad at the time they broadcast it on their Facebook page. I hope that answers your questions and please feel free to contact me at lb@"Embedded URL removed for security reasons" if you'd like more information.