مجلة اقتصاد المال و الأعمال
Volume 9, Numéro 1, Pages 90-102
2025-03-31

Evaluating Brand Perception And Brand Engagement Using Customer Sentiment Analysis With Bert: The Case Of Coca-cola Brand.



Authors : Ferroudj Mohamed Amine .

Abstract

This study examines the effects of Gaza War on Coca-Cola's brand perception and consumer engagement, focusing on the challenge of detecting sentiment shifts during crises. Utilizing the BERT model for sentiment analysis, we analyzed comments on Coca-Cola's Facebook page, revealing a notable decline in positive sentiment and highlighting themes of consumer outrage and ethical accountability. The findings indicate that geopolitical alignment increasingly influences brand loyalty, suggesting that consumers prioritize ethical considerations over product quality. This research underscores the need for brands to implement proactive crisis management strategies that emphasize transparency and ethical engagement to rebuild trust and strengthen consumer relationships in an era of heightened activism.

Keywords

Brand Perception ; brand engagement ; sentiment analysis ; Crisis management ; Gaza War

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