Does Teamwork Really Make the Dream Work? Sentiment Analysis of Masstige Collaborations Through Data Scraping
(2025) BUSN39 20251Department of Business Administration
- Abstract
- Purpose: The purpose of this study is to analyze the sentiment towards masstige collaborations on social media, and to see if contextual factors, such as duration of the collaboration or the sentiment towards the partnering brands prior to the collaboration, are related to a change in said sentiment.
Theoretical Perspective: This study draws on existing literature on the masstige topic to define the topic and identify an area of research. It also utilizes three separate theories to deduce the hypotheses used in the analyses: a co-branding framework, the congruity theory, and the spillover effect.
Method: Sentiment analysis was conducted on two representative collaborations. Through Apify, the data was scraped from X using a set of... (More) - Purpose: The purpose of this study is to analyze the sentiment towards masstige collaborations on social media, and to see if contextual factors, such as duration of the collaboration or the sentiment towards the partnering brands prior to the collaboration, are related to a change in said sentiment.
Theoretical Perspective: This study draws on existing literature on the masstige topic to define the topic and identify an area of research. It also utilizes three separate theories to deduce the hypotheses used in the analyses: a co-branding framework, the congruity theory, and the spillover effect.
Method: Sentiment analysis was conducted on two representative collaborations. Through Apify, the data was scraped from X using a set of predetermined keywords and time periods. Once all posts were collected, they were analyzed using the VADER-lexicon, which returned a compound sentiment score (between -1 and 1) for each post.
Result: In total, 15 799 posts were collected, 11 092 of which remained relevant after the cleaning. Utilizing Welch’s t-tests showed that 2 out of 6 hypotheses were supported.
Conclusion: The analysis showed that the sentiment between the mass-market brand prior to the collaboration, and the luxury brand after the collaboration, is not similar to that of the collaboration itself. However, sentiment towards the luxury brand is similar to the collaboration itself, and sentiment towards the collaboration intensifies as time goes on.
Theoretical Contributions: Since most of the hypotheses were not supported, neither was most of the theoretical basis for them. The dimension duration from Newmeyer et al. (2013) is partially substantiated, as the analysis showed that sentiment did intensify over time. However, the distinction between short- and long-term collaborations could not be supported.
Managerial Implications: A marketing manager should consider implementing systems for sentiment analysis in order to actively and consistently track attitudes towards their brand on social media. This would allow them to act quickly when the attitude is negative, and capitalize on positive attitudes. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9202863
- author
- Norberg, Nelson LU and Villalobos, Isabella LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Masstige, Sentiment Analysis, VADER, Data Scraping, Balenciaga, Yeezy, Gap, Rick Owens, Converse
- language
- English
- id
- 9202863
- date added to LUP
- 2025-06-30 15:42:24
- date last changed
- 2025-06-30 15:42:24
@misc{9202863,
abstract = {{Purpose: The purpose of this study is to analyze the sentiment towards masstige collaborations on social media, and to see if contextual factors, such as duration of the collaboration or the sentiment towards the partnering brands prior to the collaboration, are related to a change in said sentiment.
Theoretical Perspective: This study draws on existing literature on the masstige topic to define the topic and identify an area of research. It also utilizes three separate theories to deduce the hypotheses used in the analyses: a co-branding framework, the congruity theory, and the spillover effect.
Method: Sentiment analysis was conducted on two representative collaborations. Through Apify, the data was scraped from X using a set of predetermined keywords and time periods. Once all posts were collected, they were analyzed using the VADER-lexicon, which returned a compound sentiment score (between -1 and 1) for each post.
Result: In total, 15 799 posts were collected, 11 092 of which remained relevant after the cleaning. Utilizing Welch’s t-tests showed that 2 out of 6 hypotheses were supported.
Conclusion: The analysis showed that the sentiment between the mass-market brand prior to the collaboration, and the luxury brand after the collaboration, is not similar to that of the collaboration itself. However, sentiment towards the luxury brand is similar to the collaboration itself, and sentiment towards the collaboration intensifies as time goes on.
Theoretical Contributions: Since most of the hypotheses were not supported, neither was most of the theoretical basis for them. The dimension duration from Newmeyer et al. (2013) is partially substantiated, as the analysis showed that sentiment did intensify over time. However, the distinction between short- and long-term collaborations could not be supported.
Managerial Implications: A marketing manager should consider implementing systems for sentiment analysis in order to actively and consistently track attitudes towards their brand on social media. This would allow them to act quickly when the attitude is negative, and capitalize on positive attitudes.}},
author = {{Norberg, Nelson and Villalobos, Isabella}},
language = {{eng}},
note = {{Student Paper}},
title = {{Does Teamwork Really Make the Dream Work? Sentiment Analysis of Masstige Collaborations Through Data Scraping}},
year = {{2025}},
}