This is an encoding issue with "smart" or "curly" quotes.... more information about ’
https://stackoverflow.com/questions/2477452/%C3%A2%E2%82%AC-showing-on-page-instead-of
(Yes I know this is more focused on the character showing on a website which isn't your problem, but it is the same special character that often causes issues)
What encoding are you using in your export (not sure if you can control that actually)? What encoding are you using in your Suite settings? What encoding are you using in the tool you are reading the export in?
Sometimes the best solution is to make sure that you aren't collecting special characters, but that is easier said then done... and if you are using a language that has accents or non-english characters, things get more difficult.
You can try some of the tips from here, this related to Chinese and Japanese Character Classifications, but a similar solution may work for you?
https://experienceleaguecommunities.adobe.com/t5/adobe-analytics-questions/how-to-classify-chinese-japanese-korean-asian-languages-properly/m-p/560612
