Social Media Analytics in Comments of Multiple Vehicle Brands on Social Networking Sites in Thailand

This paper proposes data analytics in comments of multiple vehicle brands by using Social Media Analytics (SMA), which collects data from social networking sites. Generally, it can intensively evaluate the information to make business decisions and find trends or some significance. However, Google research has shown that vehicle companies should study consumer behaviors from the Internet when people decide to buy a new car. Therefore, SMA can lead to creating motivation or a strategy for the business model. This research investigates the use of comments on social networking sites to analyze the relationship model of car purchase decisions of consumers in Thailand that relate to public relations, marketing, awareness, and the company’s brand value. We use the principles of the online social data analysis process, which are 1) Capture 2) Understanding 3) Presenting and is called the CUP framework, by collecting 76,331 comments on ten vehicle brands. Finally, the results show that the positive sentiment has a suitable average to be more than 69.85%, and the average negative sentiment should not exceed 30.15%. This result may help the automobile business entrepreneurs to determine the guidelines for marketing activities in the vehicle industry in Thailand.