Análise de sentimentos dos usuários do Instagram nas ações de patrocínio da marca Avon no Big Brother Brasil 2021

Abstract

Sponsorship marketing can benefit a company in brand strengthening and selling products. The literature is comprehensive as to the types of events commonly sponsored, but it is scarce when it comes to sponsoring reality shows of the same model of Big Brother Brazil (BBB). With audience records in the previous edition, becoming a sponsor and linking your image to the 21st edition of the program did not come cheap. Despite the visibility, being associated with the BBB can mean facing controversial issues, speeches or opinions issued by practitioners, which may conflict with the sponsoring brand values. In this sense, the present work proposed to analyze the feelings emitted by the followers of the sponsor Avon in the comments of the company's Instagram during the first month of reality. The results show a negative polarity that means a disapproval both in relation to Avon's sponsorship, as well as the situations that occurred in the program in general by the followers of the brand. It can be explained by the viralization power in the social networks that the program has and also by the herd behavior that occurs on the part of Internet users who join with other people with similar interests and opinions to produce critical and widespread comments in order to make themselves heard by companies, or public people on the internet.