1 University of Central Lancashire, Preston, UK.
2 Daffodil International University, Dhaka, Bangladesh.
3 Department of Marketing, Bangladesh University of Professionals.
4 Marketing Dept North South University, Bangladesh.
5 Department of Management, University of Dhaka.
International Journal of Science and Research Archive, 2025, 15(02), 1103-1121
Article DOI: 10.30574/ijsra.2025.15.2.1524
Received on 07 April 2025; revised on 19 May 2025; accepted on 21 May 2025
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.
Ai Sentiment Analysis; Digital Marketing; Brand Reputation Management; Strategic Marketing; Customer Sentiment; Online Reputation;
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Raiyan Haider, Md Farhan Abrar Ibne Bari, Md. Farhan Israk Shaif, Mushfiqur Rahman, Md. Nahid Hossain Ohi and Kazi Md Mashrur Rahman. Quantifying the Impact: Leveraging AI-Powered Sentiment Analysis for Strategic Digital Marketing and Enhanced Brand Reputation Management. International Journal of Science and Research Archive, 2025, 15(02), 1103-1121. Article DOI: https://doi.org/10.30574/ijsra.2025.15.2.1524.
Copyright © 2025 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0
