Sentiment Analysis of Online Social Marketing Campaigns on Gender Inequality: Does it connect with the audience?

Abstract

Social marketing campaigns on social media are becoming increasingly popular among organizations. This strategy is based on supporting a social cause for promotion of their product. It can also act as a strategy for point of differentiation. Previous researches have already proven that campaigns with socioemotional intent are more likely to be shared and exchanged than others. In this era of internet, where brands compete to create a recall in minds of customers through social media, supporting a cause through via social media campaigns is of immense importance as it is one of the most important tools of marketing today.There have been studies that highlight the importance of netnographic research and there are also studies that highlight the importance of social marketing, researches done on the types of online promotional content that increase the engagement rate and on the relation between engagement rate and social marketing adopted by the organization. 

Online Social Media listening tools were used to collect data and perform text analysis of tweets, shares and Facebook comments by the audience on these campaigns The softwares used were Natural Language processing-based tools, RapidMiner and Aylien. These tools can perform text mining, text analysis and Sentiment analysis. The analysis showed us that the mentions had a decent positive sentiment to them. The majority of the impact was in English speaking nations with the heaviest reach in the USA, while Spain also had a decent number of mentions. YouTube had the maximum number of mentions followed by Twitter and then Facebook suggesting that the video ads and mediums with mass video capability garnered the maximum reach for such a social awareness campaign.