Measuring the Effect of a Brand Communication Strategy through Consumer-Generated Content: A Case Study of Telecommunication Services

The objective of marketing communication is to develop brand knowledge in consumers’ minds by informing and persuading consumers with the information that the brand needs to convey. However, existing studies on advertising effects have primarily focused on quantitative performance metrics. Although studies measuring consumers' cognitive responses have increased recently, it is still difficult to find research analyzing the effectiveness of advertising from a communication perspective. Therefore, we aimed to examine the communication effectiveness of advertising by utilizing Consumer-Generated Content data. The results of the Semantic Network Analysis and centrality analysis revealed differences in advertising effectiveness between the two brands. Moreover, asymmetry in advertising effectiveness competition was identified, and in the case of a specific brand, the vampire effect was also observed. The study presents implications regarding a framework for assessing ad effectiveness from a communication perspective and a method for measuring it in the context of market competition.