UNDERSTANDING CUSTOMER SENTIMENT: A STUDY ON PEPSI AND COCA-COLA

Abstract

The project aims to identify and monitor critical elements of customer engagement practices followed by marketers’ practices on social media platform Facebook for optimizing service performance. Research was conducted for food and beverage industry. The study focuses on attitude and behaviour of consumer for evaluating the success and effectiveness of the campaign. For identifying and analysing customer engagement campaigns on social media platform sentiment analysis was conducted. The idea of the study is to determine the customer experience by examining the emotional inference of the targeted content. The data was collected from Facebook using data collection tool and sentiment of the consumers were analysed using analytical tools.Sentiment analysis is an analytical approach for classifying pieces of text into clusters containing opinions on certain topics