Mobile Operators: failed merger, fines … which impact on consumers’ emotions ?

French mobile operators have known an eventful week! First, the merger between Orange and Bouygues Telecom which failed miserably and which certainly generating a “continuous and sustainable weakening of telecom operators”. Then, the condemnation of SFR, which has to pay a fine of 15 million euro to the Competition Authority. And finally Free which, unlike its competitors, knew a rather positive news: Free is the least indebted company of all French mobile operators (link)!

Have all these events had an impact (positive or negative) on the emotions of consumers of these companies? Did they see some changes in their consumers’ sentiments because of these news? Let’s discover it know through an emotional analysis from Q°emotion!

This study took place on Twitter from 2016, April 17 to 24 on more 3500 tweets about #orange_france, #freemobile, #bouyguestelecom ou #sfr.

We decided to focus today on positive emotions for those brands. You can see below a ranking of companies with the highest percentage of positive reactions this week on Twitter. This indicator (% of positive reactions) is directly based on the emotional valence measured onto the semantic elements of every reactions. Valence, as used in psychology, especially in discussing emotions, means the intrinsic attractiveness (positive valence) or aversiveness (negative valence) of an event, object or situation. However, the term is also used to characterize and categorize specific emotions. For example, the emotions popularly referred to as “negative”, such as anger and fear, have “negative valence” and joy has “positive valence”.  More information on

Classement positive reactions.jpg

We can note that although Free has known a good event this week, it’s the first on the podium. It’s SFR which is the first one, its condemnation did not affect emotions of its users, who are very pleased with this brand. It is the same for Orange with its 64% of positive reactions, even after its failed merger. Bouygues Telecom is the last one with 56%, (almost equat with Free) of positive reactions.

Moreover, we can confirm this probable lack of emotional impact by this graph about evolution of the  E-index of these brands.

chart (3).png

We can see that the average E-index is steady, confirming that these events about mobile operators brands have no impact on the rate of positive reactions. Similarly, if we are interested in more negative emotions such as sadness (see below) we realize that the classification is the same : the brand which arouse the least sadness is SFR (so we can conclude that its customers are very satisfied overall) and customers of Bouygues Télécom and Free are the saddest (so less positive reactions).*

Visuel Classement SAD.jpg

Thus, it confirms that news and events about mobile operators in the past week didn’t have any visible impact on the emotions of their clients: each brand arouses different emotions to its consumers and clients of SFR seem more satisfied than those of Bouygues Telecom.

Did you enjoy this article? Follow us on Facebook and LinkedIn and let’s discover every week news topics analyzed by Q°emotion platform.


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