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The purpose of the research is to describe the sociocultural factors that emerged during the COVID-19 pandemic. Twitter is used as an instrument for data collection. The study is qualitative and uses the netnographic method. To analyze the flow of messages posted on Twitter, the model proposed by Perez-Cepeda and Arias-Bolzmann (2020) , which describes sociocultural factors, is taken as a basis. The semantics that people use are a type of functional knowledge that reveals sociocultural factors. Sentiments were analyzed through lexicon-based methods, which are the most suitable. The categorization and classification of the data are performed based on the information that users post on Twitter. The tweets related to COVID-19 describe the sociocultural issues and the level of sentiment around the pandemic. The discussion centers on the COVID-19 pandemic, information consumption, lexicon, sociocultural factors and sentiment analysis. The study was limited to the social media Twitter; another limitation was not to consider the social group of the users who interact with @pandemic_Covid-19, official account of the World Health Organization (WHO). This research contributes to the social sciences, focusing on sociocultural interaction through the use of the social network Twitter. It describes the link between sociocultural factors and the level of sentiment on issues related to the COVID-19 pandemic.

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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.