Business & Management Studies

While traditional   word of mouth is used in small groups of people, electronic (Word of Mouth- eWoM) is considered one of the most influential informal media among consumers, businesses, and the population at large. We present how eWoM can be measured easily and economically, during a crisis period. For this purpose, we use a case study of the Greek airline “Aegean Airlines”, in order to investigate what kind of sentiment dominates among users and therefore the type of eWoM that is spreading especially through the central hubs of the company’s social network on Twitter. By performing text and sentiment analysis on the tweets text, we observe that even with the extreme measures in effect due to the COVID-19 pandemic, the general sentiment for Aegean remains positive over time. Moreover, we further highlighted the top users by frequency and context of tweets (influencers) regarding the airline and examined how they affect the spread of the eWoM, positive or negative, and what this means for the company’s reputation.      In conclusion, we argue that a substantial percentage of users are exposed to positive eWoM regarding Aegean, and therefore, it is more likely that those users might choose it for their future trips, and recommend it to others, further strengthening its brand name.