Evaluating the Impact of Social Media Analytics on Brand Management: A Mixed-Methods Study

Description

Evaluating the Impact of Social Media Analytics on Brand Management: A Mixed-Methods Study

Abstract

The research examines the effect of social media analytics on brand management. Social media plays an important role in marketing and using the data is the main key for business. However, it concentrates on how data from social platforms impact engagement and brand perception. In addition, the paper investigates how businesses use social analytics to make brand identity and observe customer sentiment. Moreover, it also discovers how the insights marketing strategies. The study implements the mixed approach, linking the qualitative interviews with the quantitative data analysis. The quantitative stage analyzes the sentiment analysis, engagement rates, and follower development.

Such metrics are evaluated for their relationship with brand loyalty, awareness, visibility, and buyer behavior. Hence, statistical approaches measure the impact of social media strategies in improving brand performance. The qualitative stage includes interviews with the brand marketing professionals and managers. Furthermore, interviews explore the use of analytics in social media while taking important decisions. It also describes the various challenges experienced in handling a brand’s online presence. Additionally, the paper finds that online conversation analysis specifically improves brand strategies and buyer interactions. For instance, social media analytics are used for recognizing trends, monitoring buyer performance, and adapting strategies.

The outcomes explore the importance of using social media data in brand management. Besides, the study offers recommendations for companies for businesses to improve social media analytics. By studying sentiment and engagement, businesses able to improve their marketing strategies. Therefore, understanding buyer behavior with social media enables brands to make effective messages. Overall, it also delivers business with the meaningful insights required to improve brand performance. In conclusion, making data-driven decisions leads to improved buyer brand loyalty and relationships. Finally, it suggests that companies need to monitor continuously and use their strategies based on social media insights.

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