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Applying sentiment and emotion analysis on brand tweets for digital marketing | IEEE Conference Publication | IEEE Xplore

Applying sentiment and emotion analysis on brand tweets for digital marketing


Abstract:

As digital marketing is becoming more popular, the number of customer views on brands is increasing rapidly. This makes it harder for companies to assess their brand imag...Show More

Abstract:

As digital marketing is becoming more popular, the number of customer views on brands is increasing rapidly. This makes it harder for companies to assess their brand image or digitally market their products on the web. We present a lexicon-based approach to extracting sentiment and emotion from tweets for digital marketing purposes. We collect ten thousand tweets related to ten technology brands: Apple, Google, Microsoft, Samsung, GE, IBM, Intel, Facebook, Oracle and HP. We perform sentiment analysis using SentiWordNet while we detect emotions using the NRC Hashtag Emotion Lexicon. We compare and combine the scores obtained from the two lexicons into one result per tweet. We describe the execution process of our experiment and show that the accuracy of the combined approach of sentiment and emotion analysis is enhanced over the independent approaches of sentiment analysis or emotion analysis.
Date of Conference: 03-05 November 2015
Date Added to IEEE Xplore: 21 December 2015
ISBN Information:
Conference Location: Amman, Jordan

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