We analyzed 20,000 Vkontakte and Facebook posts about AB InBev and discovered right and wrong associations with the brand and its products. For example, one product, Staropramen beer, had correct consumer associations with words “czech”, “kozel”, “barley”, etc. Wrong associations with Stella Artois beer were connected with a sushi bar promo. Using sentiment analysis by region in Ukraine, we detected where attitudes towards the brand were most and least positive.
We conducted a topic analysis of posts, detected ideological posts, and divided them into clusters. After the comparison of the topics before and after the ban, we noticed an increase in the share of ideological posts and discovered the appearance of new topics, such as “Russian news”.
While studying millions of posts, we identified 11 ideological topics and conducted a comparative analysis of their relative popularity by country. The most popular topic in Estonia and Latvia was that of non-citizens. In Lithuania, it was the USSR and Ukraine. You can read the full research report prepared for NATO StratCOM.