UNRAVELING THE INFLUENCE OF SENTIMENT ANALYSIS ON BRAND REPUTATION MANAGEMENT
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Abstract
This study examines how sentiment analysis shapes brand reputation management in a digital environment dominated by user-generated content and real-time public feedback. Using a mixed methods approach, the research integrates quantitative sentiment mining—via VADER and TextBlob—with qualitative interviews from brand managers and sentiment analysis experts. Quantitative data from social media and review platforms were analyzed to determine sentiment polarity and trends, while qualitative insights clarified how organizations interpret and apply these results. Findings show that sentiment analysis enhances reputation management by enabling real-time monitoring, early detection of emerging crises, and data-driven strategic decisions. Positive sentiment corresponds withstronger brand equity and loyalty, whereas negative sentiment, particularly on high-velocity platforms like Twitter, accelerates reputational risk. The study concludes that sentiment analysis is essential for proactive brand management and recommends broader adoption of AI-driven tools, improved crisis protocols, and continuous model updates to address linguistic nuances and reduce algorithmic bias.
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