Research: Quantifying Brand Equity Using Social Listening and Sentiment Analysis on Soc...

Research question: How accurately can social listening and sentiment analysis of social media data quantify and predict brand equity relative to traditional survey-based methods?

Background & Motivation: Brand equity is a critical marketing asset, influencing consumer choices, loyalty, and firm value. Traditionally, brand equity has been measured using survey-based methods that are resource-intensive and subject to response biases.

Research Gap: With the proliferation of social media, vast volumes of consumer-generated content offer real-time insights into brand perceptions. However, it remains unclear to what extent social listening and sentiment analysis can serve as effective proxies for measuring brand equity compared to established methods.

Approach & Expected Contribution: This research will collect and analyze social media data for selected brands, applying advanced sentiment analysis and topic modeling techniques. Brand equity scores derived from social media will be compared to published survey-based indices (e.g., Interbrand, BrandZ) using statistical correlation and regression analysis. The study will refine the methodology for digital brand equity measurement and assess its predictive validity.

Why it Matters: Demonstrating a robust, scalable alternative to traditional brand equity measurement can enhance marketing analytics, enable real-time brand monitoring, and support data-driven go-to-market strategies.