A Sentiment Analysis of Influencer and Brand Instagram Comments Before and After Scandal

Brands are turning to social media for the marketing of their products. With the rise of social media marketing came the emergence of influencers, key opinion leaders with social media followings. As influencer marketing continues to be employed by brands, their concern of being implicated in an influencer scandal grows. This study investigates the impact of scandal on social media sentiment related to the influencer and a brand they endorse. A sentiment analysis was conducted using comments made on Instagram posts of the influencer and brand shortly before and after the scandal. Results show an increase in the strength and positivity of sentiment towards the influencer post-scandal. Results also indicate that comment sentiment towards the brand post-scandal is not significantly different from pre-scandal.