Is my brand image green or healthy? No need for costly surveys, just ask Twitter
Monday, April 18, 2016 - 16:10
in Mathematics & Economics
What do Toyota, Aveda, and Clif Bar have in common? A forthcoming article in the INFORMS journal Marketing Science finds that Twitter fans of these brands are all more likely to follow accounts that tweet about the environment. This in turn creates a greener image than other brands in their sectors.