He, Shu; Rui, Huaxia; Whinston, Andrew B. - 2021
opposing effects. Because social media is a flexible medium through which firms can quickly adjust marketing strategies in … response to such unexpected events, we study how non-focal firms adjust their post-crisis social media efforts to induce …, respectively. In particular, we use the daily social media activities of 56 major airlines on Twitter around the time of the …