Sentiment analysis and social media analytics in brand management: Techniques, trends, and implications

Abstract

In the contemporary digital landscape, sentiment analysis and social media analytics have emerged as pivotal tools in brand management. This research explores the influence of sentiment analysis on understanding consumer perceptions and the effectiveness of social media analytics in shaping brand strategies. Through a comprehensive review of existing literature and case studies, the study highlights the critical role these techniques play in assessing consumer sentiment and optimizing brand engagement. Sentiment analysis, utilizing natural language processing (NLP) and machine learning algorithms, provides insights into consumer attitudes and emotional responses. It enables brands to refine their marketing strategies based on real-time feedback and improve brand perception. Concurrently, social media analytics offers valuable data on consumer interactions across various platforms, revealing trends and patterns that inform strategic decisions. The integration of sentiment analysis with social media analytics offers a holistic view of consumer behavior, though it presents challenges such as data accuracy, privacy issues, and the dynamic nature of social media. The research identifies key findings, including the impact of sentiment analysis on brand strategy and the role of social media analytics in enhancing brand visibility and engagement. Recommendations for brand managers include leveraging sentiment insights for strategic adjustments, adopting advanced analytics tools, and addressing privacy concerns. The study also suggests areas for future research, including the exploration of advanced sentiment analysis techniques, integration with emerging technologies, and the development of best practices for ethical data use. Overall, this research underscores the importance of sentiment analysis and social media analytics in modern brand management, providing actionable insights for optimizing brand strategies and improving consumer engagement.