Social media influencers and their role in global crisis situations: Consumers’ reaction to different type of content during lockdown

Bibliographic Details
Main Author: Monteiro, Beatriz Pascoal Gaião Martins
Publication Date: 2021
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/120925
Summary: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling Social media influencers and their role in global crisis situations: Consumers’ reaction to different type of content during lockdownRedes SociaisMarketing de InfluênciaResponsabilidade SocialCOVID-19CoronavírusAnálise de SentimentoSocial MediaInfluencer MarketingSocial ResponsibilityCOVID-19CoronavirusSentiment AnalysisDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceDevido ao COVID-19, milhares de consumidores ao redor do globo foram forçados a ficar em casa devido aos confinamentos impostos pelos governos. Diversas lojas e restaurantes fecharam e muitos voos foram cancelados. Influenciadores de Redes Sociais, que disponibilizam seus serviços através das redes sociais, encontram-se também elas fechados em casa.Em primeiro lugar, existe um impacto económico nas vidas dos influencers porque algumas parcerias pagas estão em pausa, canceladas, poucas se mantiveram. Mas, a que custo? Será que era o momento de publicitar um produto de maquilhagem? Deveriam utilizar os seus poderes de influenciar para encorajar os seus seguidores a ficarem em casa? Deverão encorajar as suas comunidades a irem ao supermercado comprar um champô novo? Considerando este contexto, o presente projeto considera relevante explorar os tipos de conteúdo partilhados por Influenciadores de Redes Sociais no Instagram desde o início da pandemia em Portugal (2 de Março de 2020), marcas que continuaram parcerias pagas e as reações dos consumidores a esses conteúdos. De forma a alcançar este propósito, quatro Influenciadores de Redes Sociais Portugueses do Instagram foram escolhidos –duas Celebridades e dois Influenciadores Nativos do Digital, com uma média de 764 mil seguidores. Destas quatro pessoas e de todo o conteúdo partilhado entre 19 de Março e 16 de Maio de 2020 dois tipos de publicações foram selecionadas, com mais de1,3 mil comentários e mais de 176 mil likes,como principais guias de conteúdos: Publicidade (Tipo de Conteúdo 1) e Entretenimento (Tipo de Conteúdo2). Estas publicações foram selecionadas com base na Taxa de Interação e no Total Número de Comentários. Para a análise em si, houve um primeiro passo de extração de comentários, depois de todos os comentários agregados(N=1355), a sua polaridade foi categorizada através do Meaning Cloud. A análise de sentimento foi feita através do Fighting Without Fighting, um programa baseado em Python que gera análises estatísticas e visualização de dados baseados em texto. A partir dos resultados, foi possível concluir que a audiência destes quatro Influenciadores de Redes Sociais teve uma reação predominantemente mais positiva tanto ao Tipo de Conteúdo 1 como ao Tipo de Conteúdo 2. No entanto, conteúdo que tinha como objetivo entreter (entretenimento) registou uma reação mais positiva quando comparada à reação de conteúdo que promovia um produto (publicidade).Due to COVID-19, thousands of consumersfrom around the globe were forced to stay at home due to confinements imposed by governments. Several stores and restaurants closed, and a lot of flights were cancelled. Social Media Influencers, that provide their services through social media platforms, found themselves also stuck at home. Firstly, there is an impact in influencers’ lives because some paid partnerships are on hold, cancelled, few remained. But, at what cost? Is it really the moment to advertise a makeup product? Should they use their influencing powers to encourage their followers to stay at home? Should they encourage their communities to go to a supermarket buy a new shampoo? Considering this context, the present project considers relevant to explore types of contents shares by Social Media Influencers on Instagram since the beginning of the pandemic in Portugal (2ndMarch 2020), brands that continued paid partnerships and reactions of consumers to said content. To reach this purpose, four Portuguese Social Media Influencers from Instagram were chosen–two Celebrities and two Digital Native Influencers, with an average of 764 thousand followers. From these four people and all content shared between 19th Marchand 16th May 2020 two types of posts were selected, with over 1,3 thousand comments and over 176 thousand likes, with main guidelines: Advertisement (Content Type 1) and Entertainment (Content Type 2). These posts were selected based on Interaction Rate and Total Amount of Comments. For the analysis itself, there was a first step of comments’ extraction, after all comments were aggregated (N=1355), their polarity was categorized through Meaning Cloud. Sentiment analysis was performed through Fighting Without Fighting, a Python-based program that generates statistical analysis and data visualization based on text. Through the results, it was possible to conclude that the audience of these four Social Media Influencers had a predominantly more positive reaction to Content Type 1 as for Content Type 2. However, content with the goal of entertain (entertainment) registered a more positive reaction when compared to the reaction of content promoting a product (advertisement).Pinto, Diego CostaRUNMonteiro, Beatriz Pascoal Gaião Martins2021-07-13T15:15:55Z2021-06-252021-06-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/120925TID:202743861enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:54:34Zoai:run.unl.pt:10362/120925Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:25:26.872859Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Social media influencers and their role in global crisis situations: Consumers’ reaction to different type of content during lockdown
title Social media influencers and their role in global crisis situations: Consumers’ reaction to different type of content during lockdown
spellingShingle Social media influencers and their role in global crisis situations: Consumers’ reaction to different type of content during lockdown
Monteiro, Beatriz Pascoal Gaião Martins
Redes Sociais
Marketing de Influência
Responsabilidade Social
COVID-19
Coronavírus
Análise de Sentimento
Social Media
Influencer Marketing
Social Responsibility
COVID-19
Coronavirus
Sentiment Analysis
title_short Social media influencers and their role in global crisis situations: Consumers’ reaction to different type of content during lockdown
title_full Social media influencers and their role in global crisis situations: Consumers’ reaction to different type of content during lockdown
title_fullStr Social media influencers and their role in global crisis situations: Consumers’ reaction to different type of content during lockdown
title_full_unstemmed Social media influencers and their role in global crisis situations: Consumers’ reaction to different type of content during lockdown
title_sort Social media influencers and their role in global crisis situations: Consumers’ reaction to different type of content during lockdown
author Monteiro, Beatriz Pascoal Gaião Martins
author_facet Monteiro, Beatriz Pascoal Gaião Martins
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Monteiro, Beatriz Pascoal Gaião Martins
dc.subject.por.fl_str_mv Redes Sociais
Marketing de Influência
Responsabilidade Social
COVID-19
Coronavírus
Análise de Sentimento
Social Media
Influencer Marketing
Social Responsibility
COVID-19
Coronavirus
Sentiment Analysis
topic Redes Sociais
Marketing de Influência
Responsabilidade Social
COVID-19
Coronavírus
Análise de Sentimento
Social Media
Influencer Marketing
Social Responsibility
COVID-19
Coronavirus
Sentiment Analysis
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2021
dc.date.none.fl_str_mv 2021-07-13T15:15:55Z
2021-06-25
2021-06-25T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/120925
TID:202743861
url http://hdl.handle.net/10362/120925
identifier_str_mv TID:202743861
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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