Affiliation:
1. Universidad de La Rioja
Abstract
Abstract
This paper investigates the use of hashtags in the building of brand narratives (i.e. the open-ended, unfolding
and participative depiction of a company’s core ideology and beliefs). A collection of over 700 hashtags involved in the creation
of the advertising narratives of the four leading soft drinks brands in 2017 (i.e. Coca-Cola, Pepsi, RedBull,
Nescafé) has been analyzed both quantitatively and qualitatively to unveil their functions and formal
characteristics, as well as the cognitive processes that underlie their interpretation and operate on the framing and
dissemination of brand narratives. Ultimately, by categorizing and explaining the roles of hashtags in the construction of a brand
narrative, as well as the potential correlations between their formal and functional traits and their retweeting rate and digital
lifespan, this paper shapes a preliminary description of the characteristics of the subgenre of hashtag-based brand narratives and
spells out some of the factors that should be considered in the choice of hashtags for advertising purposes.
Publisher
John Benjamins Publishing Company
Subject
History and Philosophy of Science,Behavioral Neuroscience,Linguistics and Language,Language and Linguistics,General Computer Science
Cited by
6 articles.
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