Overview
Polarization is a double-edged sword. On the one hand, polarization increases how often content is clicked on, the importance of the content displayed and user engagement. On the other hand, polarization can damage customer relationships.
Certain brands, such as United Colors of Benetton or True Fruits, use polarization to draw attention to the values the brand stands for. Other brands, such as Barilla or Balenciaga, polarize unintentionally and unexpectedly find themselves in the spotlight. Polarization can thus also be understood as provocation. This happens through emotions and/or content.
Research into brand polarization is still in its infancy. There are few systematic studies. Until now, polarization has mostly been measured with survey items. Given the amount of language data that consumers produce, it should be possible to measure polarization automatically using natural language processing.
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