A Study on Perception of Audience About Digital Promotion of Instant Noodles: Application of Sentiment Analysis

Author(s)	Ms. Sreya Ghosh Dastidar, Dr. Anirban Majumdar
Country	India
Abstract	The purpose of this study is to examine how the significance of digital promotions on social media influences audience perception. It explores how aligning advertisements with audience preferences fosters positive perceptions, while irrelevant content activates negative responses. Focusing on instant noodle brands, the research analyses sentiment to uncover the relationship between audience perception and sentiment. Using both exploratory and conclusive research designs, the study analyses 1,200 YouTube comments on advertisements for Maggi, Ching’s, and Knorr, with 349 comments selected for sentiment analysis via the BERT model. Chi-square and ANOVA tests reveal significant differences in sentiment, with Ching’s receiving the highest sentiment score and Maggi the lowest. The findings emphasize the need for marketers to create relevant and value-driven digital promotions to enhance brand perception. This study offers original insights into how social media feedback and sentiment analysis can refine digital marketing strategies, benefiting brands in aligning with audience preferences.
Keywords	Digital Promotion, Audience Preference, Audience Perception, Natural Language Processing and Sentiment Analysis
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-11-13
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.60417

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