Discount retailers Iceland and Aldi are better at emotionally connecting with consumers over a long period of time on social media, compared to their struggling ‘Big Four’ rivals, according to a Twitter study based on data science analytics developed at the University of Oxford.
The study analysed 22.7 million tweets from 350,000 individuals to measure the relationship between consumers and eight supermarket brands. It ranked the ‘big four’ in the bottom five. Leeds-based agency Bloom carried out the research based on tools developed by Peter Grindrod, professor of mathematics at the University of Oxford.
Waitrose proved to be the best performer thanks Read full story ›
Source: The Drum
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