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@article{207345,
        author = {Dr Jayajit Dash},
        title = {AI-POWERED SENTIMENT ANALYSIS FOR BRAND REPUTATION MANAGEMENT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {3},
        pages = {732-741},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=207345},
        abstract = {Over the years, digital communication and social media have taken over the way organizations gauge opinion and manage the brand reputation. Artificial Intelligence (AI)powered sentiment analysis has emerged as an effective tool for analyzing unstructured customer-generated content in large volumes. Businesses utilize it to identify consumer sentiments, respond to consumer feedback on time, and make strategic decisions. "This study examines the use of sentiment analytics for brand reputation through a mixed method research design.'' Using a structured questionnaire, primary data was collected from 250 respondents measuring perception of AI powered sentiment analysis and brand reputation management. Additionally, AI-based sentiment analysis of 500–1,000 publicly accessible online customer reviews were conducted to categorize customer opinions as positive, neutral, or negative. The survey data were analyzed using descriptive statistics, Pearson correlation and simple linear regression. Meanwhile, the sentiment generated by AI was compared with the respondents’ impressions. The results show a significant positive link between AI-based sentiment analysis and brand reputation management. In turn, AI makes identifying customer sentiments more precise; monitoring feedback more dynamic; and taking organizations’ proactive responses against emerging reputation issues easier. Study highlights that through AI-powered sentiment analysis, brands can leverage insights generated by consumers at scale in order to enhance trust, public image and sustainable reputation.},
        keywords = {Artificial Intelligence (AI), Sentiment Analysis, Brand Reputation Management, Customer Sentiment, Natural Language Processing (NLP), Social Media Analytics, Consumer Perception, Online Reviews, Brand Image, Digital Marketing.},
        month = {August},
        }