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Social Media Brand Passion Index: Back-to-School Shopping

August 11, 2010

When stocking up on back-to-school items, consumers love Target and Old Navy—and are more passionate about those brands than they are about any other major US retailer, according to the NetBase Brand Passion Index, which measures the intensity of consumer passion for brands among users of online communities.

The August brand passion index measured back-to-school shopping-related consumer insights around popular retail brands Target, Old Navy, JC Penney, Macy's, Sears, K-Mart, and Wal-Mart.

Target had the highest volume of intensely positive feelings ("like" and "love): 54% of all online chatter during the study period conveyed such sentiment, followed closely by Old Navy, which garnered the most passionate positive sentiment. On the other end of the spectrum, Wal-Mart earned the most passionate negative sentiment—"hate" and "dislike"—(59%), followed by K-Mart.

JC Penney generated the same intensity of positive sentiment as Target, but at lower levels (i.e., generating fewer online comments from shoppers).

Macy's and Sears both received fair amounts of chatter, but the positive sentiment for those brands was much less passionate.

Using measures across a spectrum of emotions—love, like, dislike, and hate—the Netbase Brand Passion Index reads and understands what people are saying online, then surfaces and aggregates those likes and dislikes, as well as the emotions and behaviors associated with brands. 

Below, excerpts from online discussions capture the passion that consumers feel about some of the major retail brands.

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