Sentiment Analysis of Social Welfare Tweets for Supervised Learning About Brand Loyalty

Authors

  •   Anand Jaiswal Associate Professor (Corresponding Author), Department of Operations and Supply Chain Management, New Delhi Institute of Management, New Delhi - 110 062
  •   Vinaytosh Mishra Associate Professor, College of Healthcare Management and Economics, Gulf Medical University, Ajman
  •   Swati Bhatnagar Assistant Professor, Department of Marketing, New Delhi Institute of Management, New Delhi - 110 062
  •   Nirmalya Bandyopadhyay Professor, Department of Marketing, FORE School of Management, New Delhi - 110 016

DOI:

https://doi.org/10.17010/ijom/2024/v54/i2/173473

Keywords:

Brand Loyalty

, Marketing Strategies, Promotion, Social Welfare Tweets, Sentiment Analysis.

Paper Submission Date

, May 20, 2023, Paper sent back for Revision, December 18, Paper Acceptance Date, December 30, Paper Published Online, February 15, 2024

Abstract

Purpose : This study aimed to investigate the impact of social welfare tweets (SWTs) on brand promotion and loyalty, examining their role as a strategic tool in digital and social marketing efforts.

Design/Methodology/Approach : This study investigated SWTs from 18 companies in six industries using text analysis, regression analysis, and content analysis. Deriving immediate strategic insights and evaluating the impact of these tweets on brand promotion and loyalty were the goals.

Findings : The investigation demonstrated how crucial a role SWTs play in boosting brand marketing and loyalty. This highlighted how essential social media platforms are to a business's social marketing strategy, especially Twitter (Now “Xâ€).

Practical Implications : The results provided academicians, digital marketing consultants, and business practitioners with practical insights. In addition to outlining how social and digital marketing initiatives could be integrated, the report also emphasized why this convergence is essential for optimizing benefits in the modern digital era.

Originality/Value : By bridging the knowledge gap between SWTs and their effects on brand promotion and loyalty, this research made a valuable contribution. In order to improve performance advantages in the contemporary business environment, it underlined the need to incorporate SWTs into social marketing plans and the necessity of coordinating digital and social marketing initiatives.

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Published

2024-02-01

How to Cite

Jaiswal, A., Mishra, V., Bhatnagar, S., & Bandyopadhyay, N. (2024). Sentiment Analysis of Social Welfare Tweets for Supervised Learning About Brand Loyalty. Indian Journal of Marketing, 54(2), 8–26. https://doi.org/10.17010/ijom/2024/v54/i2/173473

Issue

Volume 54, Issue 2, February 2024

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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