Identification (biology)

Sociology

Business

Content analysis

Preprocessor

Social science

Biology

Data pre-processing

Dove

Aesthetics

Data collection

Advertising

World Wide Web

Marketing

Coding (social sciences)

Artificial intelligence

Data science

Computer science

Beauty

Social media

Botany

Journal of Advertising

Adopting a combination of qualitative textual analysis, human-based content analysis, and machine learning–based data mining, we propose a procedure to analyze user-generated content (UGC) on social media using Dove’s “Campaign for Real Beauty” as a case for demonstration. We provide a guideline to explicate all six steps of the analysis procedure: topic identification through qualitative textual analysis, generation of labeled data through human coding, data preprocessing, evaluation of machine learning–based classifiers, topic classification of unlabeled data, and conducting research. The study has important methodological implications for advertising scholars and practitioners.

Consumer Responses to Femvertising: A Data-Mining Case of Dove’s “Campaign for Real Beauty” on YouTube