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Demonetization: How the nation reacted on Twitter & Instagram

Maxus Kaleidoscope mapped the mood of India basis location based Twitter and Instagram conversations between November 8 and 24, 2016 by when it could get a clear picture of how the initial euphoria of demonetization panned out

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Demonetization: How the nation reacted on Twitter & Instagram

Demonetization: How the nation reacted on Twitter & Instagram

Maxus Kaleidoscope mapped the mood of India basis location based Twitter and Instagram conversations between November 8 and 24, 2016 by when it could get a clear picture of how the initial euphoria of demonetization panned out

BestMediaInfo Bureau | Delhi | December 5, 2016

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The demonetization of Rs 500 and Rs 1,000 currency notes at 8 PM on the eve of the US election 2016 results by Prime Minister Narendra Modi was a surprise announcement that triggered a significant upward kink in social media chatter.

Maxus Kaleidoscope mapped the mood state of India basis the location based Twitter and Instagram conversations in India between November 8 and 24, 2016 by when we would get a clear picture of how the initial euphoria of the demonetization panned out over time.

Location based tweets and Instagram

indias-mood-state

Nearly 5 lakh conversations on Twitter & Instagram made up the top 10 trending topics. Demonetization accounted for 6 of the top 10 trending topics since the announcement of which PM Modi garnered half of the trending topics. #IamwithModi and #Modi were the topics that made up for 19% of the conversations within the top 10 trends. Cricket shared a bit of the spotlight from demonetization thanks to the ongoing England-India test series.

demonetisation

A total of 23 brands of were linked to the top 10 trending topics during the past fortnight. These brands factored in slightly over 30% of the total conversations of which Paytm (avg. 53% association) and SBI (avg. 16% association) carved out the larger part of the Brand Share of Conversation.

Samsung and Amazon also managed to gain a significant share of overall conversations however Samsung conversations were largely based on humorous conversations around the Samsung Galaxy Note and demonetization of currency notes.

The top 5 metros reflected similar patterns of Moods where Action dominated the moods. However, there were some days, especially like November 17 in Delhi when the expression of Calm gave way to Action. Additionally Tamil Nadu showed a blip towards Anxiety on November 18, 19 and 21 when subsequent announcements of the demonetization easing by the government and news of Chief Minister Jayalalithaa seemed to have driven up the specific mood.

all-state

Overall, across the top cities in India there is a sense of patient restraint as the demonetization moves on into the third week and nears the critical end of the month period when cash flows really come into play.

Kaleidoscope is Maxus India's mood tracking tool that uses real time location based Twitter and Instagram conversation post data.

Maxus Kaleidoscope uses mood mapping inspired by Dr Liz Miller's Mood Mapping book that maps a person's mood in four distinct mood states basis the level of energy and feeling of well-being experienced by a person at a point in time.

The four moods are as follows:

- Calm – Low Energy + High Feeling of Well-being

- Action – High Energy + High Feeling of Well-being

- Depressed – Low Energy + Low Feeling of Well-being

- Anxiety – High Energy + Low Feeling of Well-being

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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