“#LetsInternetBetter” or “Less Internet Better”: Consumer Responses to Google’s #LetsInternetBetter

This research article examines the effectiveness of Google's #LetsInternetBetter social advertising campaign in countering misinformation by analyzing consumer reactions through YouTube comments.It capitalizes on social networks as a rich data source for genuine insights into consumer opinions regarding misinformation and awareness campaigns.Employing a qualitative research method through thematic analysis of 994 comments in MAXQDA 2020, this research categorizes consumer responses into ad-and brand-related themes, further dividing them into cognition, affect, and behavioral intentions.It introduces an expanded typology of commenter types, reflecting a broad spectrum of public engagement.Findings reveal varied reactions, ranging from positive endorsements to critical skepticism, highlighting the campaign's global outreach.The research underscores the pivotal role of direct engagement in misinformation mitigation efforts and emphasizes digital campaigns' potential to polarize audiences.Furthermore, it highlights the need for nuanced, culturally attuned communication strategies in awareness campaigns to navigate the complexities of public perceptions.This study contributes to understanding how digital platforms influence public discourse on misinformation and offers insight for crafting more effective and inclusive social advertising campaigns.