A cloud-based big data sentiment analysis application for enterprises' brand monitoring in social media streams

Abstract

Due to the explosive diffusion of social media streams, users can evaluate the brands' reputation and enterprises' quality exploiting the information provided by new digital marketing channels. Consequently, enterprises need to spot and analyze a big amount of digital data in order to improve their reputation among consumers. This work proposes a cloud-based big data sentiment analysis application for brand monitoring and analysis in social media streams. Enterprises can enhance their competitiveness satisfying consumers' needs and expectations exploiting our tool, detecting the sentiment of a tweet and how it influences people, when the author's popularity is taken into account. The obtained results, showing that branding strategies play an even more important role in online environments, evidence the effectiveness of our approach for enterprises' brand monitoring and analysis.