#cubank no Twitter:

o ciberacontecimento na contratação de Anitta pelo Nubank

Authors

  • Wagner Rodrigo Arratia Concha UFSC

DOI:

https://doi.org/10.5752/P.2237-9967.2022v11n20p103-120

Abstract

In June 2021, Brazilian singer Anitta was announced as new board member of Nubank. After the announcement, users contrary to her hiring created the hashtag #cubank (#assbank), provoking a cyberevent amplified by the artist’s criticism to Jair Bolsonaro’s government. The company cancelled a press conference and customers demanded the cancellation of cards and accounts. Messages with the hashtag were collected on Twitter using Netlytic. Five profiles posted more than 60% of the collected messages; most retweeted messages were criticism to those who disapproved; less than 25% of the tweets mentioned boycott and/or cancellation; and Nubank did not interact with the hashtag. Future research could explore crisis management when brands seek endorsement of celebrities.

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Capa em fundo preto em que se lê as seguintes informações: ISSN 2237-9967, vol. 11, n° 20 da Dispositiva - Revista Interinstitucional dos Programas de Pós-graduação em Comunicação Social da PUC Minas e da UFMG. No centro, há uma letra d estilizada em laranja, ao lado do nome "Dispositiva" na vertical. No canto esquerdo inferior estão as logos da PUC Minas e da UFMG

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Published

2022-12-19

How to Cite

CONCHA, Wagner Rodrigo Arratia. #cubank no Twitter:: o ciberacontecimento na contratação de Anitta pelo Nubank. Dispositiva, Belo Horizonte, v. 11, n. 20, p. 103–120, 2022. DOI: 10.5752/P.2237-9967.2022v11n20p103-120. Disponível em: https://periodicos.pucminas.br/dispositiva/article/view/29438. Acesso em: 20 aug. 2025.

Issue

Vol. 11 No. 20 (2022): Revista Dispositiva (ago/dez)

Section

FREE THEME ARTICLES

License

Copyright (c) 2022 Wagner Rodrigo Arratia Concha

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