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| Type | Bachelor's Thesis |
| Scope | Discipline-based scholarship |
| Title | Values and their associated consequences – An empirical analysis |
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| Institution | University of Zurich |
| Faculty | Faculty of Business, Economics and Informatics |
| Number of Pages | 47 |
| Date | 2017 |
| Abstract Text | Apart from many other functions and purposes they serve, social media can also be channels for corporate communication. In order to derive meaningful marketing implications from social media, companies need to know how their corresponding users of corporate social media channels are positioned in the so-called value space – and compare this positioning to the public image of their own organization. In this thesis, we investigate a sample of 30 large global financial institutions on Twitter, with respect to sentiments expressed in their users’ Tweets, as well as “Schwartz’s four value dimensions”, namely “Conservation”, “Openness to Change”, “Self-Enhancement” and “Self-Transcendence”. We identify the positions of these firms in the value space of their users’ minds and compare these positions to the ones these companies see themselves. Furthermore, we use a dynamic approach to investigate the sentiment- and values development. Finally, we compare the findings identified in Twitter conversations to the findings identified in news articles listed on Google News. Our contribution to the existing literature is twofold. First, we are introducing our framework in a previously under-researched context. While sentiment detection has been applied in many different contexts, we are matching the corresponding words used in Tweets with keywords listed in databases to be used for conventional sentiment detection in the context of financial institutions. Second, we are providing databases providing customized keywords for “Schwartz’s value dimensions” and functions to match these keywords with words used in Tweets. Our functions are intended to be tools for positioning users in a two-dimensional value space, which can identify corresponding positions of each company in their users’ minds. Our results presented within this thesis suggest that there exist some discrepancies between the positions in which organizations see themselves, and the positions in which consumers see the organizations. |
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