Understanding Consumer Conversations Around Brands: Lexical Analysis of Select Brand Campaigns

Aditi Mudgal () and Amendra Pandey ()
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Aditi Mudgal: ICFAI Foundation for Higher Education, Off Campus Center Bangalore (Deemed to be University u/s s 3 of UGC ACT 1956)
Amendra Pandey: Kautilya School of Public Policy

A chapter in Mastering CommTech, 2025, pp 167-183 from Springer

Abstract: Abstract The study presents a lexicon-based approach to interpret and map conversations around ads. User-generated online content poses a challenge for researchers and practitioners to understand consumers’ articulated responses to ads as well as the implications these may have for the brand. This study attempts to interpret the conversations consumers have around brand ads using the comments they have posted to each brand’s Meta (previously Facebook) page. We analyze these user conversations using lexical techniques to identify sentiment intensity patterns in the user’s response for particular themes of the ad. We discuss managerial implications of our findings, outline the scopes and limitations of the technique used, and seek new avenues to extend this research work. Methodology: The study uses sentiment analysis techniques conducted using self-developed bi-lingual lexicon “amLex.”

Keywords: Lexical analysis; User-generated content; Brand advertising; Communication technology; AI ML (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-90302-1_8

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DOI: 10.1007/978-3-031-90302-1_8

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