Social Media Brand Passion Index Measures the Love

Consumers love Costco—and are more passionate about that love than they are for any other supermarket in the US, according to the newly launched NetBase Brand Passion Index, which measures the intensity of consumer passion for brands among users of online communities.

In anticipation of Memorial Day barbeque and picnic shopping, the inaugural index measures consumers' emotional involvement around major US supermarket brands.

Costco's high love score (large green bubble, below) is a function of the intensity of love expressed for Costco in online conversations—as well as the high level of online chatter in the context of that emotion.

Whole Foods Market is a close second among the brands analyzed, registering a high love score—but with lower intensity (smaller bubble), because fans are not as verbal about that brand online.

Wal-Mart is the most hated of all supermarket brands analyzed—and consumers are very active in expressing that emotion.

Meanwhile, consumers are relatively dispassionate about Safeway and Kroger, indicating they merely like those brands.

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