​
Discussions of the Nine-dash line for H&M Vietnam
Social Listening Analyst
For the course Contemporary PR Research
November 2021
Responsibilities
-
Performed social listening analysis using NVivo on 604 Facebook comments to assess the target audience’s brand love after the Nine-dash line crisis.
-
Recommended research-driven social content type and strategy to increase brand love with consideration of H&M’s competitor.
Achievement
-
Earned a Distincition (74/100)
Project summary
Problem
​In April 2021, H&M faced a massive boycott in Vietnam after the brand allegedly used a map consisting of the Nine-dash line. Consumers perceived this as an act of betrayal and implicit support of illegal borders, negatively affecting H&M's brand love.
Findings
Sentiment analysis reveals that 65% of the negative comments are directly related to the Nine-dash line incident.
​
Among the positive comments, 90% of them includes purchase intentions. This means if this element is fostered appropriately, brand love can be improved.
​
​
Recommendations
After analyzing the posts with the highest buying intent, in order to increase brand love, H&M is advised to post more:
-
Products outside of the target's products, such as H&M Kids and H&M Men. This is because the target loves to buy for their loved one.
-
Photo series of diverse clothing style with the prices attached.
-
Wide-angle shots of the store where multiple styles are present.