Relevance of the opinion of millennial twitters about the brands: Weir case

Abstract

The opinion expressed on social networks for millennials about topics of public interest has become very well known in today's society. This study shows how the opinions expressed to a brand dedicated to health care on Twitter, can give notice to the National Agency for Health Regulation Control and Surveillance in Ecuador, agency that suspend the product of the brand from the Ecuadorian pharmacies, facing a scenario of a global pandemic such as COVID-19, the main objective of the investigation is demonstrate the relationship of the indicators necessary for the opinion on Twitter to be relevant or not, specific objectives such as establishing the most used tweet format in relation to retweets; find the most used tweet format in relation to the responses they use between the users and discover what type of tweet content is most used. The data from 293 tweets has been collected and processed in the SPSS system, the findings identify that not all indicators influence to be relevant, and a new more efficient way of communication through multimedia formats.