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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

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1.2b Does Media Coverage Impact Place Brands? A Natural Experiment Examining the Impact of the 2015 Refugee Crisis on the International Place Brand of Hungary

Friday, March 29, 2019 at 8:30 AM–10:00 AM CDT
2-Normandy B

This study examines how the 2015 European refugee crisis events affected the international place brand of Hungary on Twitter in both the short and long terms. During the crisis, in the period from July to October 2015, the sentiment was negative, for the periods before and after crisis – the percentage of negative sentiment was constant. Using sentiment analysis, we examined about fifty thousand tweets with words Hungary or Romania in them. The latent Dirichlet allocation (LDA) is applied to extract main topics . Then the lexicon-based and polarity dictionaries were applied to estimate the sentiment and polarity of the tweets. The tweets published by media organizations were excluded from the analysis. We see a large increase in the number of tweets with negative sentiment in the crisis period. There is no significant increase in the amount of negative sentiment in tweets after the crisis. This suggests that negative sentiment about the crisis comes only from the tweets about the refugee crisis. The contribution of the study is to balance the lack of quantitative studies of place brands and to establish a further basis for the generalization of this research framework to the study of other countries’ place brands.

First & Corresponding Author

Harsh Taneja, University of Illinois
Authors in the order to be printed.

Anna Maikova, University of Missouri; Harsh Taneja, University of Illinois

Additional Authors

Anna Maikova, University of Missouri