Net-Activism on Twitter: McDonald’s and Coca Cola @Expo2015

In recent years political participations and political consumerism have highlighted the ethical and responsible side of consumptions practices. Internet at large and social media have increased the likelihood of engaging in political consumerism. According to previous researches, among social networking sites, Twitter is more focused on the sharing of opinions and information, thus is more likely to be used as a mean to debate about political consumerism. The paper presents the results of a qualitative analysis conducted on Twitter posts. The aim was to analyze Italian consumer reactions to the news concerning McDonald’s and Coca-Cola official sponsorship of Expo 2015.