Abstract
Brands ubiquitously use hashtags in their online and offline marketing communications. The use of hashtags can bring attention to brands and facilitate an online conversation around a brand-related topic. Despite the widespread use of hashtags, a scarcity of research specifically explores consumers’ reactions to brands’ campaign hashtags. Hence, this study aims to demonstrate an evaluation of a brand’s hashtag by relying on online brand search and user-generated online content. More precisely, the author examines the #OptOutside campaign from outdoor retailer Recreational Equipment, Inc. (REI), by analyzing online brand search with Google Trends data and user-generated textual content (i.e., 276,049 tweets) that contains REI’s #OptOutside, which is an official campaign hashtag. These method and findings add to social media research and practice by offering a practical approach to leverage online brand search and user-generated online content to examine the effectiveness of a hashtag campaign.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
