What is Advertising

In today's world, brands try to positively influence consumers and strengthen their brand image by showcasing themselves on environmental issues. This study examines consumer responses by analyzing comments on YouTube for ten award-winning ads in the environmental and social benefit category of Effie Turkey. The research aims to provide insight into the relationship between brand perception and performance metrics using sentiment analysis and a dataset created by realistic user-generated data. The analysis showed that the number of positive comments exceeded the number of negative comments for all the advertisement videos examined. This suggests that individuals expressing their opinions on YouTube generally hold positive emotions towards environmental sustainability-themed messages and have a hopeful perspective and confidence in the brands' activities. The findings indicate that environmental sustainability efforts are significant in building brand loyalty among consumers and forming an emotional connection between the brand and the consumer, thus gaining a competitive advantage.