Leveraging fine-grained sentiment analysis for competitivity

Kód výsledku v 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>

Nalezeny alternativní kódy

RIV/70883521:28140/18:63519456

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Leveraging fine-grained sentiment analysis for competitivity

Popis výsledku v původním jazyce

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&apos; 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 &quot;intelligence&quot; from the classified customers&apos; 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.

Název v anglickém jazyce

Leveraging fine-grained sentiment analysis for competitivity

Popis výsledku anglicky

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&apos; 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 &quot;intelligence&quot; from the classified customers&apos; 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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Information and Knowledge Management

ISSN

0219-6492

e-ISSN

—

Svazek periodika

17

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

SG - Singapurská republika

Počet stran výsledku

4

Strana od-do

—

Kód UT WoS článku

000434477400007

EID výsledku v databázi Scopus

2-s2.0-85044767396