The Role of Sentiment Analysis in Brand Management and Marketing: A Comparative Study

Mirza Selimovic, Ali Abd Almisreb, Salue Amanzholova

2024

Data confidence 70 medium

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Abstract

In this article we try to focus on the concept of sentiment analysis and how it is applied in day-to-day brand management and marketing processes. Through analyzing customers’ postures in social media, organizations can determine the total impression customers have regarding their productions and services. This information is pivotal in defining marketing strategies, enhancing customer relations, and fine-tuning commodities to achieve optimal satisfaction among consumers. Using the reviews from 20,000 hotels on TripAdvisor, we show our approach to sentiment analysis in practice. Several methods, Support Vector Machine (SVM), Naive Bayes (NB), Recurrent Neural Networks (RNNs), Long Short-Term Memory networks (LSTMs), and their combination were considered for the sentiment classification task. This study underscores how processing and responding to customer feedback can significantly enhance customer satisfaction and loyalty, leading to better business outcomes.