Sentiment Analysis on Twitter Data – Students Research in ML and DL at Durham College

#Sentiment #Analysis #on #Twitter #Data #Machine #Learning #Deep

The rise of digitalization and the advent of social media and e-commerce have generated an abundance of data than before. Natural Language Processing (NLP) is a significant branch of artificial intelligence that helps the machine interpret human languages and perform the desired task by analyzing the semantics, content, and pattern. Sentiment analysis is the most common technique in Natural Language Processing used to determine the underlying sentiments of a text. This technique is currently in place for different Business Organizations to analyze their brand’s market value, brand reputation, and customer perception of new brand/new change. Businesses use social media channels to cater to their customer service, and people use social media to express/share their wide range of opinions or experiences about a product/brand. These opinions and experiences reflect the real-time sentiments of a customer. Sentiment analysis will help businesses designing an effective marketing campaign, better customer satisfaction, boost sales, help improve customer experience, understand customer perception to change and the brand’s market reputation. The customer views expressed on Twitter, Facebook, and other online forums are forming the base of customer strategy for brands worldwide. Businesses are opting to shift their traditional customer feedback analysis method to text classification since people prefer to post the genuine reviews on the internet. Analyzing the underlying sentiments in the text will help the business to understand their customers' voices and their brand reputation in the market in real-time. Sentiment analysis will help the businesses designing an effective marketing campaign, better customer satisfaction, boost sales, help improve customer experience, understand customer perception to change and the brand’s market reputation. Twitter sentiment analysis aims to classify text into positive/negative based on its underlying semantics.

• Date: 01 May 2022
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