Study on the Perceived Brand Image of Nongfu Spring based on UGC Data

Abstract

Brand image is a key factor in attracting consumers, and User Generated Content (UGC) on e-commerce platforms accurately reflects consumers' perception and preferences for brand image to a certain extent.This paper takes the reviews of products sold on the JD platform as samples, and takes the reviews of Nongfu Spring products before 2023 as the research object. Through collecting UGC and using word frequency analysis, semantic network analysis, and emotion analysis in the ROST CM6.0 analysis software, this paper conducts a systematic study on the brand image perception of Nongfu Spring products. Research has found that consumers' perception of the image of Nongfu Spring products can be divided into three dimensions: product, service, and price. In addition, consumers show a positive emotional tone towards the product quality and logistics of Nongfu Spring products, and the factors that affect the negative emotions of Nongfu Spring include individual product issues and slow delivery. Finally, propose discussions and suggestions.