As Canada Goose faces a series of controversies regarding its fur use, some broader questions to consider include: Are anti-fur campaigns becoming increasingly vocal on Twitter? How do these conversations affect Canada Goose’s brand perception?

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Both a network analysis and a semantic analysis were conducted on data collected through the Twitter API, thus evaluating social media users' sentiment towards Canada Goose and the social narrative in which the data exists. This project was created for the Social Data Analytics course at the University of Toronto.