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Analyzing Customer Sentiment and Behavior on Social Platforms to Optimize Marketing Strategies and Brand Management
Subject area: Management and Commerce · Area of research: Customer Sentiment and Behavior
Abstract
Understanding customer sentiment and behavior on social platforms in the digital age is crucial for optimizing marketing strategies and brand management. This paper delves into the significance of sentiment and behavior analysis, exploring key concepts, theoretical models, and hypotheses. It examines various data sources, including social media posts, reviews, and engagement metrics. It discusses methodologies for analyzing sentiment and behavior. Key insights reveal the correlation between positive sentiment and high engagement, the importance of timely responses to customer feedback, and the effectiveness of targeted campaigns. The implications for marketing strategies and brand management are highlighted, demonstrating how these analyses can enhance customer engagement, optimize strategies, and build brand loyalty. Recommendations for marketers and brand managers emphasize leveraging sentiment analysis, enhancing customer engagement, developing targeted campaigns, focusing on brand loyalty, and preparing for crises. The paper concludes with suggestions for future research in advanced sentiment analysis techniques, real-time analysis, predictive analytics, ethical considerations, and cross-platform analysis.
Keywords
Customer Sentiment, Behavior Analysis, Marketing Strategies, Brand Management, Social Platforms
How to cite this paper
@article{1705568,
author = {Uloma Stella Nwabekee, Friday Okpeke, Abiola Ebunoluwa Onalaja},
title = {Analyzing Customer Sentiment and Behavior on Social Platforms to Optimize Marketing Strategies and Brand Management},
journal = {Iconic Research And Engineering Journals},
year = {2024},
volume = {7},
number = {9},
pages = {482-493},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1705568.pdf},
abstract = {Understanding customer sentiment and behavior on social platforms in the digital age is crucial for optimizing marketing strategies and brand management. This paper delves into the significance of sentiment and behavior analysis, exploring key concepts, theoretical models, and hypotheses. It examines various data sources, including social media posts, reviews, and engagement metrics. It discusses methodologies for analyzing sentiment and behavior. Key insights reveal the correlation between positive sentiment and high engagement, the importance of timely responses to customer feedback, and the effectiveness of targeted campaigns. The implications for marketing strategies and brand management are highlighted, demonstrating how these analyses can enhance customer engagement, optimize strategies, and build brand loyalty. Recommendations for marketers and brand managers emphasize leveraging sentiment analysis, enhancing customer engagement, developing targeted campaigns, focusing on brand loyalty, and preparing for crises. The paper concludes with suggestions for future research in advanced sentiment analysis techniques, real-time analysis, predictive analytics, ethical considerations, and cross-platform analysis.},
keywords = {Customer Sentiment, Behavior Analysis, Marketing Strategies, Brand Management, Social Platforms},
month = {March},
}