Sentiment analysis definition: sentiment analysis is the process of interpreting a person’s attitude towards a brand, product or service.
Sentiment analysis is used as part of brand intelligence to understand whether a brand’s audience is sharing the correct – or desired – message to other people.
It can be performed using methods such as:
Social listening is often considered to be the most effective method as people are more candid when communicating with their audience, and not the brand directly.
The results of the sentiment analysis can influence lots of marketing decisions, such as:
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