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This thesis can be categorized under the Influencer Marketing industry withrespect to social media initiatives. Influencer marketing is a modern tacticused by brands to enhance their visibility to their target audience by usingthe services of influential people. The objective of this thesis is to quantifythe impact of social media reviews on brand perception. Specifically, thisthesis focuses on two diverse media platforms commonly used for sharingopinions about products or services by publishing audio-visual or textualreviews: YouTube and Yelp. First, we quantitatively analyze the impact ofYouTube reviews of Smartphones on the audience through their response to thesevideo reviews. Second, using our findings from 942 YouTube Smartphone reviews,we introduce a statistical model to predict audience engagement on a givenvideo. Finally, we apply our method of quantifying the impact of reviews on thecontent published on Yelp.com in the restaurant industry. The results from thisvalidation show that our method can be generically applied to other socialmedia platforms and consumer-focused industries. Our method can be employed bybrand managers to turn social media reviews into real-time feedback mechanismin order to improve brand perception in the minds of their target audience.

A Quantitative Study of the Impact of Social Media Reviews on Brand Perception