The paper presents the results of research on the development of methods and approaches for constructing mathematical and neural network models for analyzing the social media users' perception based on their digital footprints. The research material was social media data. To optimize the analysis, several parallel models were used. The results were obtained using the semantic neural network model; in parallel, statistical analysis of the experimental data was performed, and dynamic models of processes were built. The analysis of the solutions from all models showed that all solutions were consistent. Types of models used for the data analysis are: a neural network-based model, statistical analysis and differential equations. © 2021 Elsevier B.V.. All rights reserved.