Companies are increasingly using Twitter for brand engagement and visibility. This manuscript focuses on identification of the content typologies being used by Jet Airways on Twitter to solicit Customer Engagement. This has been done, using a technique called Netnography. Subsequently, the manuscript proceeds to derive customer insights from the twitter page of Jet Airways, using wordclouds. The authors further attempt to generate an algorithm for Sentiment Analysis, using the tweets from the Jet Airways Twitter handle.
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Ahuja et al. (2017) studied this question.
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