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Exploring the Impact of Social Media Analytics on Brand Perception and Customer Loyalty
Subject area: Management and Commerce · Area of research: Master Thesis
Abstract
The study shows how businesses use social media analytics to understand buyer opinions and maintain brand loyalty. Social media have evolve into a important means of consumer data, and users interact with various channels. Businesses can, therefore, use data to evaluate patterns and improve marketing efforts and audience experience. This study illustrates the value of social media analytics through contemporary marketing, the difficulties organizations might experience, and the tactics they can apply to achieve the best satisfaction. The results may indicate that there are ways companies using these tools properly can better establish consumer confidence, increase engagement, and foster long-term relationships with their clients. Also, the above report points out potential future opportunities and challenges with social media analytics for brand growth and that finding ways to use social media analytics to gain insight into brands' consumers' behavior, target marketing campaign, and create loyalty with customer's is critical to be successful in an increasingly digital connected world.
Keywords
Social Media, Sentiment Analysis, Brand Equity, Consumer Insights, Advertisement, Brand Perception.
How to cite this paper
@article{1708937,
author = {Saurav Kumar},
title = {Exploring the Impact of Social Media Analytics on Brand Perception and Customer Loyalty},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {8},
number = {12},
pages = {34-41},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1708937.pdf},
abstract = {The study shows how businesses use social media analytics to understand buyer opinions and maintain brand loyalty. Social media have evolve into a important means of consumer data, and users interact with various channels. Businesses can, therefore, use data to evaluate patterns and improve marketing efforts and audience experience. This study illustrates the value of social media analytics through contemporary marketing, the difficulties organizations might experience, and the tactics they can apply to achieve the best satisfaction. The results may indicate that there are ways companies using these tools properly can better establish consumer confidence, increase engagement, and foster long-term relationships with their clients. Also, the above report points out potential future opportunities and challenges with social media analytics for brand growth and that finding ways to use social media analytics to gain insight into brands' consumers' behavior, target marketing campaign, and create loyalty with customer's is critical to be successful in an increasingly digital connected world.},
keywords = {Social Media, Sentiment Analysis, Brand Equity, Consumer Insights, Advertisement, Brand Perception.},
month = {June},
}