CEO's apology in twitter: a case study of the fake beef labeling incident by E-Mart

SocInfo, pp. 300-303, 2011.

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clear benefitpopular ceopositive sentimentfake beefpublic apologyMore(8+)

Abstract:

We present a preliminary study on how followers and nonfollowers of a popular CEO respond differently to a public apology by the CEO in Twitter. Sentiment analysis tool was used to measure the effect of the apology. We find that CEO's apology had clear benefits in this case. As expected, it was more effective to followers than non-followe...More

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