A new study released March 13 by a team of faculty from the\u00a0<\/span>Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication<\/b><\/a>\u00a0in the School of Communication and Media at Montclair State University shows that Guinness was the most-discussed brand on social media leading up to St. Patrick\u2019s Day, and not just in the traditional ways people share how they drink the popular beer brand.\u00a0<\/span><\/p>\n While the Shamrock Shake from McDonald\u2019s was another popular product discussed by social media users, the Guinness brand was highlighted in non-traditional ways related to the holiday, including cooking and recipes, Guinness chocolate, a new ad campaign with Aquaman star Jasom Momoa, and a partnership with Cincinnati Bengals quarterback Joe Burrow and the Joe Burrow Foundation.\u00a0<\/span><\/p>\n \u201cFor Guinness, St. Patrick\u2019s Day is probably as big as the Super Bowl,\u201d said Dr. Jin-A Choi, Assistant Professor at Montclair and Director of Data Analytics for the Center for Strategic Communication. \u201cThe data clearly shows that Guinness is linked to St. Patrick\u2019s Day, and it\u2019s not a stretch to say that the brand \u2018owns\u2019 the holiday similar to how Starbucks and its <\/span>Pumpkin Spice Latte dominate the conversation<\/span><\/a> every fall season.\u201d<\/span><\/p>\n The study, authored by Dr. Jin-A Choi, Dr. Yi Luo, and Dr. Bond Benton found the following data from 32,000 posts on X from February 1 to March 8:<\/span><\/p>\n \u201cThe data shows social media users\u2019 clear affinity for Guinness around St. Patrick\u2019s Day and also reflects the brand\u2019s commitment to connecting with consumers in non-traditional ways,\u201d said Dr. Luo. \u201cThe company continues to engage consumers using a diverse PESO strategy (Paid, Earned, Shared and Owned media) and the impressive results across many topics related to the brand are apparent in the data.\u201d<\/span><\/p>\n The full study, which can be found here<\/a>, is the 15<\/span>th<\/span> from the Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.<\/span><\/p>\n ###<\/span><\/p>\n About the School of Communication and Media:<\/b>\u00a0Founded in 2012, the School of Communication and Media offers a range of dynamic programs in communication and media to a talented and diverse student population of over 1,800. Offering degrees in film and television, social media and public relations, advertising, journalism and digital media, sports communication, communication and media studies, animation and visual effects, and an MA in public and organizational relations, the School prepares the next generation of communication and media practitioners and leaders. The School houses award-winning student programs that include\u00a0<\/span>WMSC Radio<\/b><\/a>,\u00a0<\/span>The Montclarion<\/b><\/a>\u00a0newspaper,\u00a0<\/span>Hawk Communications<\/b><\/a>\u00a0Agency, the\u00a0<\/span>Red Hawk Sports Network<\/b><\/a>,\u00a0<\/span>Hawk+<\/b><\/a>\u00a0OTT streaming platform, and\u00a0<\/span>News Lab<\/b><\/a>, as well as the\u00a0<\/span>Center for Cooperative Media<\/b><\/a>, which serves the public by working to grow and strengthen local journalism. Student projects and programs have recently received national recognition from PRSSA\u2019s Bateman Competition, an Edward R Murrow Award, several Marconi Award nominations, and a College Television Award from the Academy of Television Arts & Sciences.<\/span><\/p>\n\n