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@article{199092,
        author = {Kartik Satyakumar Gawande and Abhijeet Gajbhiye},
        title = {A Study on Social Media Sentiment Analysis and Its Impact on Brand Perception: A Case Study of Haldiram's (Nagpur)},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {12330-12337},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199092},
        abstract = {With the meteoric growth of social media networks, online sentiment has become a significant factor in the brand perception and has completely changed the nature of brand-consumer interaction. This paper examines how sentiment analysis of social media can influence consumer perceptions and a specific study of Haldiram Nagpur. Based on the approaches and theoretical models of Natural Language Processing (NLP), sentiment polarity, consumer perception, and electronic word-of-mouth (eWOM), the study analyses the impact of user-generated information on digital platforms on brand image, trust, and purchase intention. The research is based on qualitative and quantitative sentiment classification to establish the trends of opinion among the consumers and their implications on the management of brands. What the results reveal is that although progressive attitudes based on brand heritage and product familiarity build on customer loyalty, negative ones, especially those that are reinforced by digital virality, are a great risk to brand credibility. Through the study, the current body of knowledge on digital marketing is enriched with a view to the proactive sentiment monitoring and strategic involvement in terms of sustaining brand equity on the digital platform.},
        keywords = {Social Media Sentiment Analysis, Brand Perception, Electronic Word-of-Mouth (eWOM), Consumer Behavior, Natural Language Processing (NLP), Digital Marketing, Brand Equity, Haldiram Nagpur.},
        month = {April},
        }