Momentum scored points on social media on Tuesday evening when it announced that it would pay a life policy claim to Durban widowDenise Ganas.
The negative sentiment against the insurance giant dropped on social media from 98% to 68% overnight.
Acumen Media’s analysis showed that by 10pm on Tuesday night social media users were not hating Momentum as much as they did during the day.
Social media analyst Tonya Khoury told TimesLIVE that in 98% of online conversations about Momentum on Tuesday, social media users expressed disgust, anger, surprise and sadness at the insurance company’s decision not to pay Ganas.
“Momentum’s net sentiment dropped to an all-time low of -98% in a seven-day period with people speculating that the damage to their brand will be worth more than R2,4m.”
“We had similar statistics on Tiger Brands with listeriosis. I think the Tiger Brands story made more of an impact because it went on for a long time. There was a great deal of positive sentiment from the market for the Ganas family,” Khoury said.
Close to 80% of those angry at Momentum were parents. Most of them were men.
The most popular tweet came from EFF leader Julius Malema. It was retweeted 1,600 times and with an overall engagement of 5,400 within 24 hours.