Understanding Customer Experiences Through Social Media Analysis of Three Giants of Soft Drink Industry

摘要

On social media websites, there is a huge amount of data that is available for free and can be used in a variety of ways. For the case of competitive intelligence, there are a variety of ways like analysis of user-generated content as well as analysis of competitor's data through text mining, sentiment analysis and quantitative analysis. This case study applies a verified framework based on text mining and sentiment analysis on this problem to analyze the twitter content of three giants of soft drink industry namely Coca Cola, Pepsi and Fanta. There has been a deep relationship found among number of tweets, nature of tweets and the customer engagement recorded respectively. The potential implications and suggestions have been discussed for the companies to better develop their social media competitive intelligence model.