The role of sentiment analysis in social media marketing is to gauge public opinion regarding a brand or product. By analyzing user-generated content, such as comments, reviews, or social media posts, businesses can understand consumer perceptions, emotions, and preferences. This valuable feedback informs marketing strategies and helps brands tailor their messages to better resonate with target audiences. Moreover, sentiment analysis allows companies to monitor their reputation in real-time, enabling swift responses to negative sentiment and enhancing customer engagement through proactive communication.