Topic
An Investigation of the Effectiveness of Sentiment Analysis in Understanding Consumer Brand Acceptance and Loyalty: A Scoping Review
Original Research
Authors
Elabor, Andrew Eromosele; Olutade, Enitan Olumide and Otibho, Okharedia
Pages : 82 - 106
Abstract
With the rapid advancement of product offerings in the global market, many brands recognise the importance of online brand communities in shaping customers’ purchasing behaviours. As consumers readily express their thoughts on companies, products, and services to fellow Internet users, prospective customers easily access these real-time online reviews. While it may be challenging to quantify brand acceptance levels precisely, evaluating the ratio of positive to negative comments about a brand could provide valuable insights into consumer perceptions of its products, services, and overall identity. Therefore, this study aims to explore the significance of sentiment analysis as a valuable marketing tool for brands in assessing consumer acceptance of their brand. Following a review of relevant literature, findings underscore the critical relevance of understanding consumers' views toward a brand as a critical business concept, emphasising the need to study people's opinions, attitudes, assessments, and emotions represented in written texts to extract new ideas. In the light of this, it is recommended that brands build a team of skilled and technologically adept professionals capable of efficiently analysing and reporting brands’ acceptance levels across all social media platforms.