Social media platforms can be an asset for companies to evaluate the performance of their business, as well as helping to develop the companyconsumer relationship, as the us of platforms such as Instagram has become very popular among consumers, at first for other proposes, but the fact is that many companies also use it as a portfolio to present their product/service, however, when the company do this it is exposed to positive or negative criticism. Due to the large number of users, social media platforms can turn out to be a huge source of data. These unstructured data can be analyzed by content analysis process and, then we seek to understand how the consumer sees the brand, product, or service, for example. Thus, sentiment analysis on social media platforms emerges as a relevant object in the modern management of companies of all sizes. Having identified the morphological complexity of sentiment analysis and the methods of extraction of it, the analysis of this type of data, through a literature review, an empirical study was carried out, using the case of study methodology, in a company that sells flowers and ornamental plants. For this exploratory and interpretative study, data from Instagram were extracted and analyzed. Despite the technological limitation, it was possible to conclude that the sentiment of the users of the platform face company’s posts on Instagram was positive and, those of the opposite sign, had little impact.
|Date of Award||12 Jul 2022|
- Universidade Católica Portuguesa
|Supervisor||António Andrade (Supervisor)|
- Sentiment analysis
- Machine learning
- Social media platform
- Artificial intelligence