Title

Highs and Lows of Cannabis Decriminalization: Twitter Analysis and Ethical and Regulatory Implications for Retailing and Marketing

Document Type

Article

Publication Date

1-1-2022

Publication Title

Journal of Global Marketing

Abstract

We examined public reactions to the U.S. House vote to decriminalize cannabis at the federal level. Using Twitter data, we analyzed public sentiment, top hashtags used, and underlying themes in the discourse. Users with a wide range of profiles were engaged in this chatter, predominantly expressing positive sentiment with various thematic hashtags. The conversations were centered around five major topics: commentary on the House vote, legalization impediment in the Senate, expungement of marijuana-related criminal records, medical use of marijuana, and social and economic impact of the bill. We discussed ethical and regulatory implications for retailing and marketing.

Department

Management, Marketing, and Logistics

Volume Number

35

Issue Number

1

First Page

57

Last Page

75

DOI

10.1080/08911762.2021.1958971

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