Promotion of trust through the advertising message during the Covid-19 pandemic.

Abstract Researchers have increasingly focused on social media as a valuable source of data production to capture and analyze people's opinions on various topics. When extreme events occur, netizens can quickly spread opinions online, generating an impact that can have both positive and negative implications. Twitter is one such platform that allows people to learn about events and facts happening in the world, including epidemics, and express their opinions. Therefore, governments, companies and other organizations to learn about public sentiment and respond with institutional messages or emotional support can use social media. During the Covid-19 pandemic, many companies have used television commercials to instill trust and hope in individuals, especially in families, promoting solidarity and brotherhood, while keeping the brand in the background. This article aims to define an evaluation metric to measure the effectiveness of the advertising change of large brands using a corpus of 20,982 tweets, using indicators created following results obtained from sentiment analysis. Our findings suggest that internet users experienced a sense of belonging and appreciation during lockdown, as well as a positive attitude towards television advertising that was previously perceived as disruptive.