SOCIAL MEDIA SENTIMENT ANALYSIS FOR MONITORING ONLINE PRESENCE OF COSMETIC BRANDS

Abstract

Technological evolution has recognized the potential of online social media channels in
building strong brand reputation. Companies are leveraging analytical methods like Sentiment
analysis to monitor the brand reputation. With an increase in digitalization, E-commerce has
become the need of the hour and has compelled many industries to go digital. Cosmetic Industry
being one, rightly leveraging the use of digital technologies to tailor its products based on
consumer’s demands.
The objective of the paper is to study the consumer's reviews and feedback on the
cosmetic brand over different social media platforms and further analyzing the impact of
positive, negative, or neutral sentiments over brand reputation using sentiment analysis.
This study is based on an Indian cosmetic brand, Nykaa. Three diverse social media
platforms are utilized for data collection and gain insight on customer reviews by conducting
sentimental analysis on the user-generated reviews thereby, further concluding the impact over
brand reputation.