Contextualization of opinion mining as a consumer-oriented brand reputation management tool for the banking industry

In today's economies, economic expectations are one of the primary factors affecting consumers' preferences. However, many studies have proved that consumer preferences can be affected by some dynamics. Social media is one of the most forceful dynamics influencing consumer preference via peer interaction and opinion sharing. Being aware of the effect of social media, business firms operating in all sectors, including banking, use this environment as a consumer feedback system. On the other hand, consumers are key stakeholders who determine the reputation of a business firm. Based on the expressions mentioned above, this study emphasizes how opinion mining can be used to manage brand reputation in the banking sector. © Peter Lang GmbH Internationaler Verlag der Wissenschaften Berlin 2022.