Qualitative and quantitative analysis of social network data intended for brand management

Abstract

The purpose of the paper is to point out the importance of analysing data obtained from social media through the qualitative data analysis software. The main goal of conducted research was to evaluate the presentation and perception of selected automotive brands on Twitter and YouTube with the use of qualitative and quantitative analysis tools. The research objects were social networks Twitter and YouTube. As the subjects of the research were selected six brands of the automotive industry. Findings revealed generally positive consumer opinions, attitudes towards all the tracked brands, given the total score of the words contained in the hashtag tweets with the name of the brand (with more words of positive polarity as those with negative polarity). The best position was achieved by the Toyota brand, which was selected as a benchmark for the tracked car brands, followed by the VW, KIA, Skoda, Citroen and Peugeot. This research shows an approach to brand-related Twitter sentiment analysis that deals with the expressed emotions about a brand through tweet texts.