Analyzing Advertisement and its Impact on Customer Reaction using MAXQDA: A Netnography Study on LG Durable Goods
Year: 2025
Type: article
Abstract: Advertisements play a crucial role not only in today's digital era but have also been important for many decades. Present-day consumers are increasingly aware, making informed purchasing decisions and investing with long-term goals in mind. Durable goods are integral to simplifying modern life, and brandsof these products strategically appeal to consumer emotions to boost demand by aligning their offerings with buyers' sentiments. This research paper examines consumer sentiment in response to LG advertisements on YouTube. Celebrating 21 years in India, LG marked this milestone with a special campaign featuring their latest brand TVC, "LG Innovation Story," which aims to resonate deeply withaudiences. The study discussed the difficulties in creating applications that are emotionally aware while utilizing sentiment analysis techniques. The paper's objective is to present a thorough review of sentiment analysis and to illustrate the methods used.. The results of the paper show the impact of sentimentaladvertising on buying behaviour through the emotional connections created with buyers.
Authors: Sheela ., Ravi Kumar
Institutions: Punjab Technical University, Maharshi Dayanand University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409946303