The Impact of Sentiment Analysis on Brand Reputation Management: A Study of FMCG Businesses in Kogi State
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- NGN 5000
Background of the Study
Brand reputation is a critical asset for fast-moving consumer goods (FMCG) businesses, influencing customer loyalty, market share, and profitability. Sentiment analysis, a branch of natural language processing (NLP), allows businesses to monitor and analyze customer opinions expressed on social media, review platforms, and other digital channels. By identifying customer sentiment as positive, negative, or neutral, businesses can proactively manage their reputation and address potential crises (Cambridge & Li, 2023).
In Kogi State, FMCG businesses face challenges such as increased competition, evolving customer expectations, and the rapid spread of online information. These factors heighten the need for effective brand reputation management strategies. Sentiment analysis offers tools to track public perception and adjust marketing strategies accordingly, but its adoption in the local context remains limited. This study investigates the role of sentiment analysis in enhancing brand reputation management for FMCG businesses in Kogi State.
Statement of the Problem
Despite the growing importance of digital platforms in shaping brand reputation, many FMCG businesses in Kogi State lack the tools and expertise to monitor customer sentiment effectively. The absence of real-time sentiment analysis often results in delayed responses to negative feedback, damaging customer trust and loyalty (Adeyemi & Onuh, 2024). While sentiment analysis has proven to be a transformative tool globally, its practical impact on brand reputation management in the local FMCG sector has not been extensively explored. This study addresses this gap by evaluating the influence of sentiment analysis on brand reputation management in FMCG businesses in Kogi State.
Objectives of the Study
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To evaluate the level of adoption of sentiment analysis by FMCG businesses in Kogi State.
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To examine the impact of sentiment analysis on brand reputation management strategies.
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To identify the challenges faced by FMCG businesses in implementing sentiment analysis.
Research Questions
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What is the level of adoption of sentiment analysis by FMCG businesses in Kogi State?
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How does sentiment analysis influence brand reputation management strategies?
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What challenges do FMCG businesses face in implementing sentiment analysis?
Research Hypotheses
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There is no significant relationship between sentiment analysis adoption and brand reputation management.
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Sentiment analysis does not significantly influence customer perceptions of FMCG businesses.
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Challenges in implementing sentiment analysis are not significant in FMCG businesses in Kogi State.
Scope and Limitations of the Study
The study focuses on FMCG businesses in Kogi State, analyzing their use of sentiment analysis tools and their impact on brand reputation management. Limitations include restricted access to proprietary data and the uneven adoption of sentiment analysis across businesses.
Definitions of Terms
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Sentiment Analysis: A technique used to analyze customer opinions and attitudes from textual data.
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Brand Reputation Management: Strategies aimed at maintaining and improving the public perception of a brand.
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FMCG Businesses: Companies involved in the production and distribution of fast-moving consumer goods.
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