Branding Rhetoric in Times of a Global Pandemic: A Text-Mining Analysis

As the Covid-19 pandemic unfolded, academics and practitioners alike wondered how and to what extent brands should adapt their advertising and communication efforts to remain resonant and to engage their audiences. Gathering and processing a unique data set composed of about 12,000 tweets of 76 leading brands associated with seven Italian industries, this research examines how rhetorical appeals that brands adopted evolved on Twitter during the...