The report was based on data from an ongoing poll of US consumers conducted in January through June, 2016. Respondents were asked, "If you've heard anything about the brand in the last two weeks, through advertising, news, or word of mouth, was it positive or negative?"
The researchers then assigned each brand a Buzz Score between 100 and -100 by subtracting negative feedback from positive (a zero score means equal positive and negative feedback).
Amazon received the highest score (36) thanks to the success of its Echo, Video Direct, and Prime products.
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