Uncovering Sentiment Changes Throughout the UBS Takeover: A Sentiment Analysis

This study analyses the social mentions with respect to Takeover of Credit Suisse Bank by the UBS bank within various social networking sites. The comprehensive analysis was carried out by utilizing Brand24® - a digital platform analysis tool. Sentiment analysis through Netnographic analysis was employed for the analysis which involves a qualitative method of studying and interpreting the behavior and interactions within the online communities, predominantly focusing on the attitudes and trends within the digital spaces such as social media platforms, forums or blogs. The outcomes of the analysis were performed via Netnographic analysis and obtained based on volume of social mentions, types of sources, contexts of discussion, the most active sites, most influential sites, hashtags that are trending and ultimately the summary on the numerical context of sentiments in the social media platforms. The present inquiry holds noteworthy consequences for various stakeholders, shareholders, promoters, government, and society on a broader scale. The distinctiveness of this research lies in the selected theme for sentiment analysis. To the best of the researcher's knowledge no previous study has delved into and elucidated event-based sentiment analysis The distinctive choice is motivated by the selection of “UBS Takeover” as a keyword to perform Netnographic analysis of sentiments within the social media.