The game is still on
A recent social listening report from Capstone-Intel Corporation revealed that even though quite a number of Filipino social media users give a good social media impression of the current Miss Universe Owner, Anne Jakrajutatip, a significant number of social media users are also poking fun and enraged at the current owner of the pageant’s franchise.
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Background
Anne Jakapong Jakrajutatip achieved a significant milestone in October 2022 by acquiring ownership of the Miss Universe organization. This notable accomplishment establishes her as the inaugural female proprietor of the organization since its inception in 1952.
Jakrajutatip has implemented significant modifications within the pageant, notably by granting eligibility for participation to all women aged 18 and above.
This year, a significant milestone was achieved in the competition’s history as married women and mothers were granted participation rights, having been previously excluded from the competition.
Jakrajutatip faced criticism for purportedly exhibiting disrespect towards Michelle Dee, the reigning Miss Universe Philippines 2023.
A video with English subtitles that is currently circulating on the X platform portrays Jakrajutatip engaging in a conversation with Dee in the Thai language, with Dee displaying a cheerful demeanor. The sole identifiable English words present in the video excerpt were “move on.”
Dee concluded her participation in the Miss Universe competition by attaining a position among the Top 10, but Anntonia Porsild, representing Miss Thailand, achieved the distinction of being the first runner-up.
After Dee departed, Jakrajutatip proceeded to pursue her, resulting in an embrace between the two individuals.
Methodology
Capstone-Intel examined Miss Universe owner Anne Jakapong Jakrajutatip’s online presence for one month, from October 22, 2023, to November 21, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the recently concluded beauty pageant.
Facebook Performance
Capstone-Intel found that Miss Universe garnered a 23,545.5 engagement score for its 143 total post count, which yielded over 130,179 total reaction count. When broken down, “Facebook like” accounts for 38.9 percent of the total reactions, with 50,695. Followed by “Facebook love” with 28,799 reactions (22.1 percent), “Facebook haha” with 28,216 (21.7 percent), “Facebook sad” with 14,921 (11.5 percent), “Facebook angry” with 6,296 (4.8 percent), and “Facebook wow” with 1,252 (1 percent).
Online mentions
Capstone-Intel likewise revealed that the pageant owner received a total of 7.4 million social media reach and 3.1 million non-social media reach. Meanwhile, the owner reported 445,000 interactions among social media users during the duration of the study.
Top posts
In terms of top posts, the top post for the Miss Universe owner was a post from a Facebook page of The Miss Philippines claiming that the Philippines’ bet for the competition, mainly Michelle Dee, was robbed of being part of the top five, receiving a 4,702.8 engagement score. This was followed by a social media post from Missosology featuring a fan video that showcases the reaction of the pageant owner during the announcement of the winners. This post yielded a total of 3,389.2. The third most engaging post for the new Miss Universe owner was a Facebook reel from shoemaker Jojo Bragais, which features Anne Jakapong Jakrajutatip, yielding a total of 2,052.8 engagement score.
