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Consumer Behavior and Purchase Intentions: A Machine Learning-Based Sentiment Analysis of Social Media Data

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Positive consumer sentiments of 58% correlate strongly with increased purchase intentions, with an r value of 0.68.
The Random Forest algorithm achieved 87% accuracy, outperforming Naive Bayes and Logistic Regression models significantly.
Sentiment trends vary across product categories, with health and beauty products having 68% positive sentiments and electronics facing 28% negative feedback.
Findings advocate for data-driven marketing strategies to enhance consumer engagement and tailor campaigns effectively.

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Analysis reveals positive consumer sentiments correlate with purchase intentions, highlighting machine learning's role in marketing strategies.

Rahardjo et al. (2024) studied this question.

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Analysis reveals positive consumer sentiments correlate with purchase intentions, highlighting machine learning's role in marketing strategies.