The effect of the pullout from Russia on the online discourse toward brands

An investigation into Twitter conversations surrounding five brands' business decisions with Russia.

Following the Russian invasion of Ukraine, a number of companies opted to withdraw their business from Russia. Analysis of Tweets regarding five brands: McDonalds, Louis Vuitton, PepsiCo, Nestle, and Subway found support from Twitter users for brands that ceased commercial activity in Russia. Some inauthentic profiles were also found calling for boycotts of brands that remained doing business in Russia.

#Brand Reputation, National Security