From Celebrity Endorsement to Symbolic Participation: Analyzing V BTS as TIRTIR’s Brand Ambassador through Social Media Sentiment and Engagement
This study analyzes how V BTS, as TIRTIR’s brand ambassador, transformed celebrity endorsement into symbolic participation within social media conversations. Using a descriptive quantitative approach, the study examined public comments related to TIRTIR’s campaign featuring V BTS through sentiment distribution, engagement volume, temporal movement, and active account concentration. The findings show that neutral sentiment dominated […]
