A study on impact of social media marketing on customer satisfaction and perception towards brand with reference to apex consultancy
Wagh Pushpraj and Rani Kshirsagar
Social media sentiment analysis is an essential tool for understanding the emotions, attitudes, and opinions expressed in online content. It goes beyond basic tracking of mentions, hashtags, and comments, providing deeper insights into whether interactions are positive, negative, or neutral. With the vast reach of platforms like Facebook, Instagram, and Twitter, sentiment analysis enables businesses to gauge the emotional tone of public conversations, helping them make data-driven decisions and manage their brand reputation effectively. For instance, a sudden spike in brand mentions can be unclear without sentiment analysis, as it may indicate either positive or negative reactions. Sentiment analysis clarifies this by not only identifying the sentiment but also uncovering the underlying reasons behind negative comments, allowing businesses to address issues proactively. Social media, while a powerful communication and marketing tool, also presents challenges such as privacy concerns, cyberbullying, misinformation, and filter bubbles. Sentiment analysis helps mitigate these risks by offering real-time insights into public perception, allowing businesses to respond promptly to emerging issues. By tailoring responses based on emotional feedback, sentiment analysis enhances customer satisfaction and gives businesses a strategic advantage, enabling them to stay agile and responsive in an increasingly digital world.
Wagh Pushpraj, Rani Kshirsagar. A study on impact of social media marketing on customer satisfaction and perception towards brand with reference to apex consultancy. Int J Res Marketing Manage Sales 2025;7(1):115-120. DOI: 10.33545/26633329.2025.v7.i1b.217