Social Media Sentiment Analysis and Its Influence on Brand Equity

Abstract

With the proliferation of social media, consumers increasingly express opinions that shape brand perception. This study examines how social media sentiment—measured through the volume of brand mentions, sentiment polarity, and sentiment intensity affects brand equity. Using sentiment analysis tools, we analyse consumer-generated content from platforms such as Twitter, Instagram, and Facebook to assess the public's emotional tone toward selected brands. The study aims to determine the extent to which positive or negative sentiment influences key components of brand equity, including brand awareness, loyalty, and perceived quality. Findings are expected to provide valuable insights for marketers seeking to manage brand reputation and improve customer engagement through data-driven strategies. The research will also explore how digital sentiment can serve as a predictive tool for brand health, offering a new dimension in brand performance monitoring.