Disney plus Hotstar on Twitter: Using netnography and word clouds to gain consumer insights

Authors

Prerna Arora, Amity University, Uttar Pradesh, IndiaFollow
Anurupa Bagchi Singh, Amity University, Uttar Pradesh, IndiaFollow
Vandana Ahuja, Jaipuria Institute of Management, Ghaziabad, IndiaFollow

Abstract

Microblogging platform Twitter is being used more and more by businesses to promote and connect with their brands. The main goal of this manuscript is to identify the content typologies that Disney Plus Hotstar utilizes on Twitter to encourage customer engagement. This has been accomplished through the usage of technique termed as Netnography. The document then uses wordclouds to extract user data from the Disney Plus Hotstar twitter feed.

Recommended Citation

Arora, Prerna; Singh, Anurupa Bagchi; and Ahuja, Vandana, "Disney plus Hotstar on Twitter: Using netnography and word clouds to gain consumer insights" (2022). ICEB 2022 Proceedings (Bangkok, Thailand). 10.
https://aisel.aisnet.org/iceb2022/10