Analysing Customers Reactions on Social Media Promotional Campaigns: A Text-mining Approach

Nowadays, it is a general practice by all major firms to launch social media promotional campaigns/advertisements while launching their new products; however, no study has discussed the customer’s reactions on these social media promotional campaigns. In this study, we have analysed customer reactions on social media promotional campaigns launched by three major mobile phone companies selling their phones in India. The analysis has been done on 18,659 tweets by performing part of speech (POS) categorization-based thematic analysis, Harvard-IV lexicon-based sentiment analysis and social media index-based reach analysis. The results of the study showed that there was a significant difference in customer’s reactions on different brands promotional campaigns; ranging from very high social media reach and customer engagement to low social media reach and no customer engagement. Based on its results, the study also proposes major recommendations for marketing managers who are in the process of creating social media promotional campaigns for new products.