A Real-Time Impact Study of New Product Release on Theme Park Brand Reputation: Using Social Media Data from Shanghai Disneyland

The impact of a new product release on the brand reputation of corporations is crucial. However, existing scholars mainly focus on new physical products or experiential nonphysical products, and the research perspective is mostly static. This paper aims to study the real-time impact of new product releases on the brand reputation of theme parks. Using Shanghai Disneyland as an example, this study employs social media tracking to collect real-time micro-blog data during a new product release using the customer equity framework to compute, furthermore analyse brand reputation and emotion. The results indicated that new product releases and events can affect theme park brand reputation. Stakeholders are particularly concerned about new product quality and user experience. A positive response and heartfelt apology of corporations will help theme parks deal with brand crises. This research has important theoretical and practical implications for the new product release and brand reputation management of theme parks.