Sociocultural Factors in Times of Global Crisis

The purpose of the research is to describe the sociocultural factors that emerge in times of global crisis. The study is qualitative. Netnography is used as a research method and Twitter as a data collection instrument. In order to analyze the flow of messages published on Twitter, the model that describes the sociocultural factors proposed by Perez-Cepeda and Arias-Bolzmann is used. Tweets published in times of global crisis around crowdfunding are categorized and classified based on structure and content, which makes it possible to determine sociocultural factors. The findings make it possible to determine that, through the analysis of the semantics used by the users in the tweets, it is possible to determine sociocultural factors, even establish sociocultural factors associated with various social groups. The limitations are that only the social network Twitter and tweets of users who interact with @gofundme official GoFundMe account are used.