Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/26528
Author(s): | Bilro, R. G. Serras, S. Cavalinhos, S. Miguel, L. Marques, S. |
Date: | 2022 |
Title: | How cool is to be engaged with Drunk Elephant? An analysis of usergenerated content campaigns on Instagram |
Book title/volume: | Proceedings of the 51st Annual EMAC Conference (EMAC 2022) |
Event title: | EMAC 2022 Annual |
Reference: | Bilro, R. G., Serras, S., Cavalinhos, S., Miguel, L., & Marques, S. (2022, may 24-27). How cool is to be engaged with Drunk Elephant? An analysis of usergenerated content campaigns on Instagram (A2022-106606) [Apresentação de comunicação]. Proceedings of the 51st Annual EMAC Conference, Budapest. https://tinyurl.com/2saxjsx6 |
ISSN: | 2709-1589 |
Keywords: | User-generated-content Brand coolness Consumer brand engagement |
Abstract: | This study aims to understand the effect of user-generated content (UGC) campaigns on consumers’ perceptions of brand coolness and its influence on consumer brand engagement. The trendy concept of coolness in the beauty industry is studied through UGC, assessing if brands encouraging consumers to post about their experiences leads to consumers perceiving brands as cool and creating a deeper sense of engagement with that brand. This research intends to assess the interactions incited by a UGC campaign led by the prestigious beauty brand Drunk Elephant. Researchers employed a netnography methodology followed by a sentiment analysis technique to conduct that analysis. Data was retrieved from Instagram for one year using a text-mining tool capable of extracting the comments (67,321 interactions) and analysed using Natural Language Processing tools. Results confirm that adopting UGC campaigns can lead to consumers perceiving a brand to be cool and positively influencing consumer brand engagement. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
Files in This Item:
File | Size | Format | |
---|---|---|---|
conferenceobject_89289.pdf | 229,38 kB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.