Emory University study says Richard Sherman, Bulldogs well liked - CBS46 News

Emory study says Richard Sherman well liked, GA Bulldogs most valuable brand in SEC

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ATLANTA (CBS ATLANTA) -

The post-game interview involving Seattle Seahawks cornerback Richard Sherman and Fox sideline reporter Erin Andrews produced nationwide headlines and immediate criticism.

"The pundits on TV called it classless," said Dr. Manish Tripathi.

Tripathi is an assistant professor of marketing at Emory University's Goizueta Business School. He and a colleague studied more than 2 million tweets connected to the incident that were sent within 10 hours after the game. He said many people may be surprised at how people really feel about Sherman.

"We have some automated software that can say whether they were positive or negative or neutral. And the surprising thing is overall, it's about even," said Tripathi.

Tripathi is an expert in the field of analytics, the study of data. He said it has revolutionized how businesses evaluate themselves and their customers.

"One thing about analytics, especially in the social media space, is how quickly you get people's reactions. You don't have to wait weeks or months to do surveys, you know what people are saying quickly," said Tripathi.

Tripathi also used analytics to study fan loyalty.

"Based on how teams have performed over the last 10 years, where they are located, what are the fans' willingness to pay for their teams, we think of that as loyalty," said Tripathi.

The results of that study may ruffle some feathers down in Gainesville, FL and Tuscaloosa, AL.

"The University of Georgia, the Bulldogs football team are one of the highest valued brands that we found. In fact they were number one in the Southeastern Conference and number two overall just behind Texas," said Tripathi. 

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