Analyzing users' sentiment towards popular consumer industries and brands on Twitter
This study provides insights for researchers and companies on social media brand perception, but it is incremental as it applies existing sentiment analysis methods to new data.
The paper analyzed 330 million tweets from 19 million Twitter users to assess sentiment towards 62 industries and 12,898 brands, finding that users are most positive towards manufacturing and most negative towards service industries, with sentiment varying greatly within industries.
Social media serves as a unified platform for users to express their thoughts on subjects ranging from their daily lives to their opinion on consumer brands and products. These users wield an enormous influence in shaping the opinions of other consumers and influence brand perception, brand loyalty and brand advocacy. In this paper, we analyze the opinion of 19M Twitter users towards 62 popular industries, encompassing 12,898 enterprise and consumer brands, as well as associated subject matter topics, via sentiment analysis of 330M tweets over a period spanning a month. We find that users tend to be most positive towards manufacturing and most negative towards service industries. In addition, they tend to be more positive or negative when interacting with brands than generally on Twitter. We also find that sentiment towards brands within an industry varies greatly and we demonstrate this using two industries as use cases. In addition, we discover that there is no strong correlation between topic sentiments of different industries, demonstrating that topic sentiments are highly dependent on the context of the industry that they are mentioned in. We demonstrate the value of such an analysis in order to assess the impact of brands on social media. We hope that this initial study will prove valuable for both researchers and companies in understanding users' perception of industries, brands and associated topics and encourage more research in this field.