Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Advances in Economics, Management and Political Sciences
Series Vol. 78 , 18 April 2024
Open
Access | Article
Social Media Data Analytics in the Automotive Industry: A Study of the Interactive Impact of Marketing Strategies and User Ratings
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Abstract
In the era of ubiquitous social media, car companies are navigating the challenges of user feedback on these platforms. This study investigates the influence of social media interactions on the market competitiveness and brand image of automotive firms. Using Python for web scraping, this study collected and analyzed user comments from Sina Weibo, focusing on both traditional fuel and new energy car companies. The comments were subjected to sentiment analysis using a sentiment dictionary, revealing users' emotional tendencies towards various car brands. The findings indicate notable differences in social media sentiment and brand positioning among different car companies. These insights are crucial for automotive companies to leverage social media feedback to enhance their products, services, and brand strategies.
Keywords
Social Media, Data Analytics, Marketing Strategy, Automotive Industry, User Reviews
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 3rd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-83558-379-1
- ISBN (Online)
- 978-1-83558-380-7
- Published Date
- 18 April 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/78/20241663
- Copyright
- 18 April 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited