The relationship between consumers' attitude, emotions and words used on Twitter: the case of masstige collaboration HM Balmain

Masstige collaborations, i.e. the collaborations among fast fashion brands and luxury brands, are becoming increasingly popular. Interestingly, the ubiquity of the phenomenon in the marketplace, no systematic studies have been done so far. To begin an investiagion, we focused on consumers’ comments in social networks. This seems relevant, given the relationship between language and psychological state. As such, theaim of this research to shed more light on the emotions and the relevant linguistic elements associated with consumers’ reactions to masstige collaborations by performing a a content analysis of 776 Tweets. Results counter-intuitively show that, in spite of the observed success of the collaboration in-store and on the press, consumers’ attitudes towards this new marketing practice are predominantly negative, as evidenced by the largely negative emotions used in the posts.