Sentiment Dynamics of Generation Z in Online Firestorms: A Twitter-Based Analysis of Brand Misconduct

Abstract

This study explores Generation Z’s role in Twitter firestorms, focusing on the 2022 Harvard Business School “Online Connext” controversy. By the analysis of 3,898 tweets, we find that 69% express negative sentiments, driven by ethical concerns and amplified by hashtags like #HBSONLINECONNEXT. A novel framework integrating BERTopic modeling and hashtag analysis identifies key themes (e.g., ideology, ethics) and coordination strategies. Support Vector Machines achieved the highest sentiment classification accuracy of 90%. The findings highlight Generation Z’s sensitivity to brand misconduct and their strategic use of hashtags to amplify negative electronic word-of-mouth (e-WOM). This study recommends crisis management strategies, such as real-time monitoring and transparent communication, to mitigate reputational damage. Bridging marketing, consumer behavior, and data science, this study provides a robust framework for understanding digital activism. Limitations include the focus on Twitter and a relatively small dataset, suggesting future research into cross-platform and cross-cultural dynamics.