Analysis of consumer feedback on brands in social media space: A market-wise comparison

Abstract

Consumer voice on social media is becoming vital for organizations. Kotler (2011) classifies the benefits consumers derive from a brand as functional (physical benefits, M1), emotional (psychological benefits, M2), and social (social responsibilities, M3).Consumers share both positive and negative voice in social media space. The current study attempts to analyse health of brands by content analysis of the consumer feedback present on a brand’s Facebook page and categorisation of the feedback on the basis of benefits consumers derive. This study identifies select brands for this purpose. The findings for our sample suggest that social benefits may play an important role in the growth of a brand in developed markets, whereas physical and psychological benefits dominate brand’s feedback in less developed markets.