Journal of Management and Informatics
Instagram Sentiment Analysis for Customer Engagement Improvement in SMEs
Small and Medium Enterprises (SMEs) increasingly rely on Instagram as a primary digital marketing channel; however, customer engagement is frequently evaluated through quantitative metrics such as likes and reach, with limited integration of emotional orientation embedded in user-generated content. This study addresses this gap by positioning sentiment analysis as an evaluative tool within digital marketing analytics for SMEs. The research aims to identify customer sentiment patterns in SME Instagram content, expla …