Does Teamwork Really Make the Dream Work? Sentiment Analysis of Masstige Collaborations Through Data Scraping
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
