Modern distribution eWOM

The Internet development, together with the exponential use of social media, have changed the way people communicate with each other. This context originated a new challenge to the market research companies: analyze what is said online about brands and what sentiments are associated with this speech (whether positive, negative or neutral). This article in particular seeks to support this analysis based on a case study of portuguese modern distribution banners. From this study it was conclude that the online comments contain diverse themes and distinct sentiments, and Pingo Doce takes a prominent place.