Cognitive Dissonance At Scale: Evaluating Rebranding Success Using Social Media Analytics
The Management Information Systems Department is pleased to host a seminar by Dr. Ozgur Turetken, Professor of Applied Analytics and Information Systems at Toronto Metropolitan University, Canada.
Our speaker will present his talk titled “Cognitive Dissonance At Scale: Evaluating Rebranding Success Using Social Media Analytics” on Thursday, April 2, 2026, between 11:00 AM and 12:00 AM at IB412, Faculty of Economics and Administrative Sciences, Boğaziçi University South Campus.
Following the seminar, a workshop titled “How not to Perish in the Academic Universe” will take place on Friday, April 3, 2026, between 10:00 AM and 1:00 PM at the same location.
Abstract: Rebranding is a common marketing strategy used to distance companies from controversies; however, the conditions under which companies succeed in rebranding remain poorly understood. In today’s online marketplaces, consequences of rebranding should manifest as changes in electronic word of mouth (eWOM). In this paper, we draw on cognitive dissonance theory to investigate how corporate name changes shape the structure and content of electronic word of mouth (eWOM) using social network analysis, sentiment analysis, and topic modeling of social media data based on two rebranding cases: Facebook to Meta, and Libra to Diem. Results suggest that the effectiveness of rebranding efforts during controversies depends on their capacity to generate positive cognitive dissonance and to encourage favorable dissonance-reducing strategies among the audience. This is reflected in changes in the eWOM reach, engagement, tone, and threads of discussion. Practical insights are provided to support enhanced organizational decision- making in rebranding initiatives by clarifying how customers psychologically respond to a new brand identity. Proposed metrics need to be closely monitored to evaluate the effectiveness and performance of rebranding decisions.
About the Speaker: Dr. Ozgur Turetken is a recognized scholar in applied analytics with an extensive record of publication in leading Information Systems journals. His expertise spans behavioral decision making, data & social media analytics, and predictive modeling with AI. He has served as Associate Dean of Research at the Ted Rogers School of Management.
Seminar Title: Cognitive Dissonance At Scale: Evaluating Rebranding Success Using Social Media Analytics
Speaker: Ozgur Turetken
Time/Date: 11:00–12:00 / 02.04.2026
Location: IB412, Faculty of Economics and Administrative Sciences, South Campus
Workshop Title: How not to Perish in the Academic Universe Speaker: Ozgur Turetken
Time/Date: 10:00–13:00 / 03.04.2026
Location: IB412, Faculty of Economics and Administrative Sciences, South Campus
