Quantifying the Impact: Leveraging AI-Powered Sentiment Analysis for Strategic Digital Marketing and Enhanced Brand Reputation Management

Abstract

Digital communication platforms have led to exponential growth in user-generated content (UGC), making manual analysis of consumer sentiment impractical. Automated, scalable solutions are necessary to understand market perception and manage brand reputation effectively. This research investigates applying Artificial Intelligence (AI), specifically sentiment analysis (SA), to process digital communications. Businesses can leverage AI-powered SA in digital marketing to boost campaign performance, analyze feedback, and identify trends. It also supports brand management by measuring reputation, detecting crises, and analyzing competitive positioning. The paper reviews SA techniques, including machine learning and deep learning, and proposes a methodology for analyzing UGC using AI models. Hypothetical results suggest AI SA offers quantifiable insights into sentiment distribution and its link to marketing and brand outcomes. The findings are interpreted and connected to existing research, with practical implications discussed. AI SA is a vital tool for businesses navigating the digital environment, enabling data-driven decisions for better customer relationships and stronger brand equity.