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Milk Tea Brand Competition Analysis by Jennifer Sevilla is a document available to read on EtoBox.

What is Milk Tea Brand Competition Analysis about?

This document analyzes over 23,000 social media posts from Twitter and Instagram to study competition among six popular milk tea brands in the Philippines. It finds evidence of two "milk tea crazes" - in 2010-2012 and 2018. The older brands dominated the first craze while newer brands led the second. Data also shows Instagram is now more used than Twitter to share milk tea experiences. The number of brand-related posts indicates awareness and interest levels. ARIMA models hinted which brands are gaining mom

Author

Jennifer Sevilla

Language

EN