AI-Driven Sentiment Analysis in Social Media Content

Buhas, V. and Ponomarenko, I. and Kazak, Oksana and Korshun, Natalia (2024) AI-Driven Sentiment Analysis in Social Media Content Digital Economy Concepts and Technologies Workshop 2024, 3665. pp. 12-21. ISSN 1613-0073

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Digitization of socio-economic relations leads to the evolution of interaction between users and companies, manifested in communications through innovative information technologies. Marketing strategies of companies are focused on the digital environment since a significant number of users actively use the Internet in everyday life. Interaction with users in the digital environment involves the use of different content related to the interests of different groups of potential customers. The dynamic life of the modern population in the world, especially representatives of the Z and Alpha generations, requires companies to post new relevant content on an ongoing basis. The presence of high-level competition between companies in the digital environment allows users to form demand by their own needs and quickly reorient from one brand to another. The main channel for communications with the target audience in the digital environment is social media, which allows interaction with different groups of consumers through relevant marketing strategies. The population’s natural need for social orientation and interaction with other people in conditions of digitalization has led to a significant increase in the popularity of various social media. For each social media, certain distinctive features lead to the use of specialized thematic content and specific communications between subscribers. In the process of interacting with companies and discussing brands, users can use text messages, stylized graphic images (emoticons, emojis, memojis, animojis, etc.), as well as photos and video content. Optimizing the company’s marketing strategy involves comprehensive research of the target audience and identification of user reactions to various actions of brands in the digital environment. Artificial intelligence algorithms make it possible to establish, based on comments, the general level of positive or negative perceptions of companies’ actions. Modern mathematical algorithms make it possible to transform graphic objects and text messages into information that characterizes the relationship of users to brands, their products, and the implementation of marketing strategies. The obtained results are used to optimize the use of digital marketing tools and ensure a high level of the target audience’s loyalty to the company and its products.

Item Type: Article
Uncontrolled Keywords: Artificial intelligence; brand, communications; content; digital marketing; sentiment analysis; social media
Subjects: Статті у базах даних > Scopus
Divisions: Факультет інформаційних технологій та математики > Кафедра інформаційної та кібернетичної безпеки ім. професора Володимира Бурячка
Depositing User: Павло Миколайович Складанний
Date Deposited: 08 May 2024 07:54
Last Modified: 08 May 2024 07:54

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