Social Media Sentiment as a Comparative Business Metric - Using Logical Appeals Among Businesses to Understand Consumer Reaction and Engagement with Various Brands
With the discovery of “Big Data” and the positive impacts properly using data can have on any and every business, it is no wonder that there has been an explosion of companies choosing to implement many possible uses of data. Consumers and any people who may not fully understand the process of collecting, analyzing, and visualizing data may be more easily swayed towards believing something that might not necessarily be true or represented accurately. Often it may feel like every hot topic issue has groups on both sides of the issues using seemingly objective data to prove why their side is correct. Seeing two contradictory sides with seemingly factual data can leave many people confused and unsure what the correct course of action is. With this in mind, I realized that there was a chance the businesses could be creating similar misrepresentations of data to sway customers that the company’s product or service is absolutely a necessity in their lives. After all, the world of marketing and understanding consumer preference is a wildly changing and constant moving target that companies have to navigate. Using data surrounding their products and services to create a desire in consumers to buy and use their offerings seems like a surefire way to successfully target market segments.
As I researched and conducted initial analysis for this project, I quickly ran into a few roadblocks that lead to me needing to pivot off of certain ideas and adapt my initial plans to fit what was actually being done in the current marketing environment. In reality, most businesses are not up for taking the risk of explicitly giving real metrics of their products and services to customers. Due to this, my thesis evolved into finding other ways that companies would use logical appeals to represent their products and comparatively analyze how these companies choose to represent themselves on a social media platform.