From Comparison to Confidence: The Dove Self-Esteem Project and the Transformation of Beauty Perceptions on Social Media.

This study examines The Dove Self-Esteem Project to evaluate its effectiveness as an integrated marketing communication (IMC) strategy and its impact on brand perception. Employing sentiment analysis, topic modeling, and word network analysis, we analyzed consumer comments on posts related to The Dove Self-Esteem Project on social media platforms to uncover sentiments and thematic patterns. The findings indicate a complex consumer reception characterized by a spectrum of emotional responses and discussions centered on authenticity, engagement, and social impact. This study highlights the nuanced role of authenticity in consumer-brand relationships and the importance of multifaceted engagement in brand strategies. Despite limitations such as sample representation and the constraints of sentiment analysis, this research provides valuable insights into the dynamics of socially responsible branding and its reception. Future research directions include longitudinal studies, cross-cultural analysis, and the exploration of behavior changes to deepen our understanding of the long-term effects of IMC campaigns on consumer perceptions and brand equity.