Harvard Business Review: What 100,000 Tweets About the Volkswagen Scandal Tell Us About Angry Customers

Harvard Business Review: What 100,000 Tweets About the Volkswagen Scandal Tell Us About Angry Customers. “We examined more than 100,000 tweets to analyze how the public sentiment changed over time after the breakout of the scandal. Our approach to capturing themes in the evolving scandal involved sampling a few date windows; therefore, we did not examine data for every single day. The following periods were selected: September 29, 2015–October 7, 2015; October 18, 2015–October 27, 2015; January 1, 2016–January 7, 2016; and January 17, 2016–January 25, 2016. These periods align with some of the events relating to the scandal, and also represent periods during and following the scandal. We explored the daily tweets from these periods by considering all possible events that might have affected the public sentiment over Volkswagen. Entire sets of tweets including the word “Volkswagen” were in our initial data set. We made several observations about how the scandal unfolded in the public conversation…”

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