Brand sentiment score: a case study of Vicio on Instagram
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- Estela González Barrachina+−
- Christian Fortanet van Assendelft de Coningh+−
- Tatiana Hidalgo-Marí+−
- Cristina González Díaz+−
DOI:
https://doi.org/10.17979/redma.2026.30.1.12920Abstract
Sentiment analysis is becoming a strategic resource on social media for understanding user perceptions, optimizing decision-making, and enhancing customer experience. This is especially the case in competitive sectors with low differentiation, such as the Spanish food industry. The aim of this research is to evaluate reception of the launch of Vicio’s gluten-free burger. The methodology used consisted of text mining of comments on the company Instagram post, extracted using PhantomBuster and processed in RStudio in three phases: word frequency, polarity, and emotion identification. The results show a predominantly negative reception, including emotions of fear, sadness, and anger, reflecting distrust of the information and concern about food safety, and underscoring the need for transparent communication about products aimed at consumers with specific needs.
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