The Hindenburg Report as a Turning Point

This chapter examines the transformative dynamics of Nikola’s strategic communication during the crisis episode from a perceptual perspective. Utilizing Google Analytics and corpus linguistic methods, it investigates changes in public perception following the short seller attack compared to the period before. By analyzing keywords, keywords in context, and co-occurrence, the study identifies clusters of interrelated topics that penetrated the media filter, demonstrating that the short seller attack was indeed a pivotal moment.