This advert makes me cry: Disclosure of emotional response to advertisement on Facebook

What is it about?

How many times have we watched an advert on Facebook and been eager to make a comment about how much we liked it? Today, Facebook has become an integral part of our social life and companies are using this medium to reach out to us. This paper reports the analysis of Facebook users’ comments on Lloyds Bank 250th Anniversary advertisement. The majority of Facebook users commented on how much they loved the advertisement. They could relate with the black horse; it brought back happy memories; the background music made some people cry, while the models caught the attention of others. The study indicated that as individuals, we can verbally report how we feel about an advertisement and the brand. In addition, the advertisers and brands can look through these comments and understand what is likely to appeal to consumers and assist in developing a more creative advertisement.

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Why is it important?

This study introduces the possibility of analysing Facebook comments on brand content to understand consumers’ emotional responses and attitudes to the brand. Managers can explore these opportunities to identify what consumers find interesting in advertisements and how best to develop their creative strategies. It also offers the opportunity to allocate resources better to engage consumers with creative advertisement. Unlike interviews or surveys, this is a pioneering study on measuring emotional responses to advertisement through users’ self-report on social media.