ABSTRACT
The partnership between Lego and Shell, based on a $110 million contract, entailed Lego creating Shell logo branded playsets, such as gas stations, tanker trucks, and race cars, which were then sold online and at Shell filling stations. Through this partnership, Lego earns monetary compensation while Shell attains a sense of legitimacy with a broader base of consumers due to its positive brand association with a beloved toy company. To determine the polarity of consumers’ sentiment responses to the video, a computer-generated sentiment analysis was conducted on the data. When analyzing social media data, researchers typically focus on quantitative measures such as consumer approval, conversation rates, and amplification rates. While such metrics provide information on consumer engagement with the media, the brand, or the brand community, researchers often overlook sentiments in their analysis. If regarded as a marketplace for media consumption, production of consumer experiences, and consumer identity, consumer-generated responses to market products would benefit from sentiment analysis.
