Leveraging fine-grained sentiment analysis for competitivity
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F18%3A63519456" target="_blank" >RIV/70883521:28120/18:63519456 - isvavai.cz</a>
Alternative codes found
RIV/70883521:28140/18:63519456
Result on the web
<a href="http://dx.doi.org/10.1142/S0219649218500181" target="_blank" >http://dx.doi.org/10.1142/S0219649218500181</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1142/S0219649218500181" target="_blank" >10.1142/S0219649218500181</a>
Alternative languages
Result language
angličtina
Original language name
Leveraging fine-grained sentiment analysis for competitivity
Original language description
The surge in the use of social media tools by most businesses and corporate society for varied purposes cannot be over emphasised. The two top social media sites heavily patronised by businesses are Facebook and Twitter. For companies to harness the business potential of social media to increase competitive advantage, sentiments behind textual data of their customers, fans and competitors must be monitored and analysed with keen interest. This paper demonstrates how companies in the Telecommunication industry can understand consumer opinions, frustrations and satisfaction through opinion mining analyses and interpret customers' textual data to enhance competitiveness. Sentiment analysis that classifies positive, negative and neutral sentiments of customers of the top three telecommunication companies in Ghana (MTN, Vodafone and Tigo) is studied. The proposed method extracts "intelligence" from the classified customers' comments and compares it with responses from the companies. The results show how customer sentiments can be harnessed into successful online advertising projects. Companies can use the results to enhance their responsiveness to customer-centred, improve on the quality of their service, integrate social sentiments into PR plan, develop a strategy for social media marketing and leverage on the advantages of online advertising.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Journal of Information and Knowledge Management
ISSN
0219-6492
e-ISSN
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Volume of the periodical
17
Issue of the periodical within the volume
2
Country of publishing house
SG - SINGAPORE
Number of pages
4
Pages from-to
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UT code for WoS article
000434477400007
EID of the result in the Scopus database
2-s2.0-85044767396