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Mochamad Irfan
Universitas Mayjen Sungkono, Mojokerto
Aerospace Engineering Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Public Health Social Sciences Other

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AI Sentiment Analysis-Based Brand Reputation Management Strategy in Responding to Social and Ethical Issues on Social Media Yusuf Rahman Al Hakim; Mochamad Irfan
Bulletin of Science, Technology and Society Vol 5 No 2 (2026): Bulletin of Science, Technology and Society (August)
Publisher : Metromedia

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Abstract

The dynamic evolution of social media has heightened brand reputation crisis vulnerability due to intense public scrutiny over social and ethical business issues. This study aims to analyze the utilization of Natural Language Processing (NLP)-based AI Sentiment Analysis in mapping reputation crises, formulating responsive corporate crisis communication strategies, and evaluating its impact on brand image recovery and public trust. An exploratory qualitative approach using a case study design was conducted through social media listening and in-depth interviews with crisis communication practitioners and data analysts. The findings demonstrate that AI Sentiment Analysis precisely detects netizen negative emotion anomalies, maps key actor network clusters, and categorizes social issue topics in real-time. Formulating crisis communication strategies that balance analytical data-driven response speed with empathetic messaging significantly reduces crisis escalation duration, restores corporate social legitimacy, and strengthens customer loyalty. This study concludes that integrating artificial intelligence with transparent communication governance forms the core foundation for successful modern corporate reputation risk mitigation.
Co-Authors Abd. Rohman Wahid Agustinus Sri Wahyudi Ahmad Yanuar Syauki Al Hakim, Yusuf Rahman Antonino Pedro Marsal Arif Rachman Putra Arif Rahman Putra Buyung Cahya Perdana Didit Darmawan Dita Nurmalasari Dwi Sembe Sagita Dwi Sembe Sigita Dwi Simbe Sagita Dwi Simbe Sagita Elok Cahyaning Pratiwi Ernawati Ernawati Fajar Purwanto Fayola Issalillah Gamar Al Haddar Habib Qoriibullah Hariani, Mila Istiarsyah, Istiarsyah Jeje Abdul Rojak Jeje Abdul Rojak Joko Prasetyo Jony Rodrigues Varela Loso Judijanto Misbachul Munir Rafadi Khan Khayru Rahayu Mardikaningsih Retnowati, Eli Ridha, Mokhammad Samsul Arifin Samsul Arifin Sederhana Zai Setyaasih Setyaasih Sinambela, Ella Anastasya Sofwan, Abbas Solchan Ghozali Sunaeni Utami Puji Lestari Yulius Kurniawan Yusuf Rahman Al Hakim Yusuf Rahman Al-Hakim