Abstract
Consumers are spending more time online than watching television or listening to the radio (eMarketer 2014). Most of this time that consumers spend online is being spent on various social media platforms. Because consumers are involved in marketing-related conversation on social media, brand managers are encouraged to listen in and monitor what is being said about the company. Furthermore, consumers trust in online information is high (Nielsen 2012). While practitioners in social media marketing suggest that social media sentiment is an important metric (Microsoft Dynamics 2014, Davis 2010), little is known about the value-relevance of measures of social media sentiment across the myriad of platforms available to consumers (Lamberton and Stephen 2016).