User Generated Content as a Brand Insight Tool to Reveal the Drivers of User Engagement and Evaluate which Topics are Perceived Positive and which Negative

Abstract

Introduction

  • How strong is consumers engagement with the brands content?
  • What do the brands post and do the topics differ across brands?
  • Which factors (f.e. topics) drive engagement with brand posts?
  • What is the general perception of the brand among consumers?
  • How does it compare to the perception of the competitors?
  • What topics are criticized or seen as favorable?

Data Basis

Approaches and Derived Recommendation for Action

Regression Analysis

Sentiment Analysis

  1. First, we got rid of stopwords such as “and”, “the”, “to”… Those are often used, but do not contain useful information and would therefore not deliver proper insights.
  2. Secondly, we cleaned the texts from punctation. This will become important in a second.
  3. Then, we tokenized the texts. This means that each case containing a text (combination of multiple words) now was split into multiple cases with each containing only one word. Those cases still shared the same identification variable so we were able to restore the original text.

Topic Modeling

  1. Decrease postings about generic topics and instead try to draw the consumers attention to their unique selling proposition.
  2. The negative side effects could be addressed by offering a money back warranty, increasing interaction with unsatisfied customers and offering free samples.

The team

Mentor

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