Text Analytics of Customers on Twitter: Brand Sentiments in Customer Support

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RAEESI VANANI IMAN

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: Journal of Information Technology Management Year:2019 | Volume:11 | Issue:2 Page(s): 43-58

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Title

Text Analytics of Customers on Twitter: Brand Sentiments in Customer Support

Author(s)

RAEESI VANANI IMAN | Issue Writer Certificate

Keywords

Brand community

Sentiment analysis

Text mining

Twitter

Customer support

Abstract

Brand community interactions and online Customer support have become major platforms of brand sentiment strengthening and loyalty creation. Rapid brand responses to each customer request though inbound tweets in Twitter and taking proper actions to cover the needs of customers are the key elements of positive brand sentiment creation and product or service initiative management in the realm of intense competition. In this research, there has been an attempt to collect near three million tweets of inbound customer requests and outbound brand responses of international enterprises for the purpose of brand Sentiment analysis. The steps of CRISP-DM have been chosen as the reference guide for business and data understanding, data preparation, Text mining, validation of results as well as the final discussion and contribution. A rich phase of text pre-processing has been conducted and various algorithms of Sentiment analysis were applied for the purpose of achieving the most significant analytical conclusions over the sentiment trends. The findings have shown that the sentiment of customers toward a brand is significantly correlated with the proper response of brands to the Brand community over social media as well as providing the customers with a deep feeling of reciprocal understanding of their needs in a mid-to-long range planning.

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APA: Copy

RAEESI VANANI, IMAN. (2019). Text Analytics of Customers on Twitter: Brand Sentiments in Customer Support. JOURNAL OF INFORMATION TECHNOLOGY MANAGEMENT, 11(2), 43-58. SID. https://sid.ir/paper/668341/en

Vancouver: Copy

RAEESI VANANI IMAN. Text Analytics of Customers on Twitter: Brand Sentiments in Customer Support. JOURNAL OF INFORMATION TECHNOLOGY MANAGEMENT[Internet]. 2019;11(2):43-58. Available from: https://sid.ir/paper/668341/en

IEEE: Copy

IMAN RAEESI VANANI, “Text Analytics of Customers on Twitter: Brand Sentiments in Customer Support,” JOURNAL OF INFORMATION TECHNOLOGY MANAGEMENT, vol. 11, no. 2, pp. 43–58, 2019, [Online]. Available: https://sid.ir/paper/668341/en

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