THE EFFECT OF ARTIFICIAL INTELLIGENCE IN SENTIMENT ANALYSIS FOR BRAND MONITORING: A CASE STUDY OF NIGERIAN BREWERIES, KADUNA STATE
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Background of the Study
Sentiment analysis, also known as opinion mining, is a key tool in brand monitoring. By analyzing public opinions expressed on social media and other digital platforms, organizations can gauge customer satisfaction and improve their strategies. Nigerian Breweries, one of the leading beverage manufacturers in Kaduna State, has a significant online presence that generates valuable consumer feedback.
Artificial Intelligence plays a pivotal role in automating sentiment analysis through natural language processing (NLP) and machine learning algorithms. These tools can classify opinions as positive, negative, or neutral, providing actionable insights for brand enhancement.
Statement of the Problem
Despite the growing adoption of AI for sentiment analysis globally, Nigerian Breweries has not fully leveraged these tools for brand monitoring. This lack of integration leads to missed opportunities in understanding consumer preferences and addressing negative feedback promptly.
Aim and Objectives of the Study
- To examine the impact of AI tools on sentiment analysis for Nigerian Breweries.
- To evaluate the effectiveness of sentiment analysis in enhancing brand reputation.
- To recommend strategies for integrating AI in brand monitoring processes.
Research Questions
- How effective is AI-driven sentiment analysis in brand monitoring?
- What impact does sentiment analysis have on Nigerian Breweries’ brand management?
Research Hypothesis
- AI significantly enhances the accuracy of sentiment analysis.
- Positive sentiment trends correlate with improved brand reputation.
- The adoption of AI tools improves consumer engagement for Nigerian Breweries.
Significance of the Study
The study advances understanding of AI applications in brand monitoring, offering actionable insights for Nigerian Breweries and similar organizations.
Scope and Limitation of the Study
The study focuses on Nigerian Breweries in Kaduna State and their online consumer engagement. Limitations include data privacy concerns and variability in social media sentiment accuracy.
Definition of Terms
- Sentiment Analysis: The process of determining the emotional tone behind a series of words.
- Artificial Intelligence (AI): Technology simulating human intelligence processes.
- Brand Monitoring: Tracking public perception of a brand through various channels
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