Validation of Sentiment Analysis Approach: Taking Brand Personality as an Example

• Main Authors: Kuan-Yun Lu, 盧冠芸
• Other Authors: Hsiu-Yuan Tsao
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/65884735628942130908

碩士 === 國立中興大學 === 行銷學系所 === 105 === This study employed an innovation brand personality quantitative survey and quality sentiment analysis research for the sake of validating dimension rating and sentiment score are consistent. This sentiment analysis approach integrated AFINN sentiment lexicon and brand personality wordlist. Total of 151 valid United State respondents were collected in December 2016 via online survey. Dimension of sincerity, excitement, competence, and sophistication of Starbucks were examined with paired-t sample test to support our research question. And applied sentiment analysis approach to the Facebook reviews of United States coffee shop chains: Starbucks, Tim Hortons, and Caribou Coffee Company, Inc. illustrating perceptual map with correspondence analysis. Theoretical modeling may be an efficient online reviews sentiment analysis approach for reducing analysis effort that will increase markers’ performance.