Data-Driven Insights: The Impact of Engagement Metrics and Sentiment Analysis on Brand Evangelism and Affinity

This study examines the role of engagement metrics in developing brand affinity across various industries, focusing on emotional connections between consumers and brands. It highlights how platforms like LinkedIn have shifted brand-consumer interactions from passive to active engagement (Hudson et al., 2016). Theoretical frameworks, such as Katz et al.'s uses and gratifications theory (1973), explain how likes, shares, and comments reflect social validation. Case studies of IBM and Coca-Cola illustrate how brands leverage these metrics to foster loyalty and trust. Integrating sentiment analysis is crucial for understanding consumer perceptions (Agnihotri et al., 2020; McGowan & Johnson, 2021), allowing brands to adapt strategies for meaningful engagement.