Message Analysis and User Classification in Facebook Pages

• Main Authors: Yu-Ting Kuang, 鄺郁婷
• Other Authors: Yung-Ho Leu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/08083747362673628257

碩士 === 國立臺灣科技大學 === 資訊管理系 === 103 === With the advent of social networks, a company can disseminate information and provide timely service to its customers so as to acquire new customers and to promote the corporate image. However, like a double-edged knife, a social network can also bring criticisms quickly from the customers, which harm the corporate image and result in losing of profits. Therefore, to analyze the sentiments of the customers in a social network to observe a developing social event before it becomes a serious event is the heart of the social network analytics. In this thesis, we analyze the messages of customers on facebook pages for special events including a political campaign page, a product advertisement page and an online game advertisement page. We have developed a method to classify the sentiment of a customer into three different types including positive attitude, neutral attitude and negative attitude. Also, we have proposed a method to find the opinion leaders on a facebook page. With the proposed method, a facebook page owner can identify the sentiments of his customers and react according to the messages of the customers with a negative sentiment to prevent an impending event. We have applied the proposed method on the above-mentioned three facebook pages. The experiments showed that our method achieves more than 70 percent of accuracy in finding the opinion leaders and in classifying the sentiment of a customer. Furthermore, we also found that different facebook pages have different distributions on the types of sentiments of its customers and percentages of opinion leaders. Especially, we found that for the political campaign page, there are about the same percentage of customers with positive- and negative- sentiments and there are more opinion leaders in the political campaign page than those of the other two pages.