Creating Brand Image Profile by Social Media Analysis

The purpose of creating a brand image profile is to measure the perception consumers considering attributes. Thus, marketing decisions can be made based on brand's strengths and weaknesses by determining them. traditionally created using attitude scales surveys. However, alternative methods are needed since questionnaires' responses careless, number participants relatively low cost per participant high. In this study, as an method, analyzing social media data with artificial intelligence was for iPhone product. Firstly, focus group study determined attributes related last version iPhone. Then, between December 17th, 2019 March 23rd, 2020, 87.227 tweets that include these in English were collected from Twitter platform through RapidMiner mining tool. Sentiment analysis performed MeaningCloud text analysis, positive negative emotions tried detected algorithms. Net Brand Reputation Score (NBR) calculated amount each attribute separately. skew NBR values. As result, it thought complementary method used traditional profile. So, seen inevitable use further studies make sentiment processing raw received Social Media platforms algorithms transform product label or perspectives event into meaningful information.