12. Sentiment Analysis: An Effective Way of Interpreting Consumer’s Inclinations Towards a Brand

Sentiment analysis is an analytical technique, which classifies textual data and collates it into clusters of text that contains opinions on a certain topic, post,/news, etc. It has been used to find consumer or user sentiments on various platforms, but very few studies have done any such analysis in the context of Facebook Brand Pages (FBPs). This chapter aims to shed light on the usage and applicability of the said technique to understand consumers sentiments through analysis of their comments on Facebook Brand Pages (FBPs) owned and moderated by Pepsi^®. The data collected was further analyzed to understand the inclination of the consumer sentiments from two perspectives, i.e., negative and positive. It further discusses the analyses and presents the inference concerning the comments and the sentiments of consumers/users toward the social media engagement of the FBP moderated by Pepsi^®. This chapter will help the marketers to understand the customer’s emotional engagement and their inclinations toward the promotion/brand.