Published July 29, 2025 | Version v1
Conference paper Open

Enhancing Brand24 as generated AI tools for social media monitoring campaign of boycotts hammer in Indonesia

Creators

  • 1. ROR icon Binus University

Description

There was a lot of talk about the McDonald's boycott on digital platforms like YouTube, Facebook, TikTok, and X (formerly Twitter). X was the most active because people could say whatever they wanted. Brand24,  an AI-based media monitoring tool, was used in this study to look at how people felt and how involved they were. Brand24 was able to find patterns and sentiment data, but it still had trouble understanding the religious and cultural differences that are unique to Indonesia. Brand24's quantitative methods and analytics were used to gather data on boycott keywords for 30 days. The results showed a rise in mentions of up to 650%, and most of the comments were 
negative (62 out of 71). This study shows both the good and bad things about Brand24 when it comes to Indonesia's complicated digital ecosystem. It also stresses how 
important it is to make AI-based monitoring tools work in the local culture. 

Keywords—Computer Mediated Communication (CMC), Artificial Intellegence (AI), Social Media Campaign, Social Media Monitoring, Brand24 

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