Analysing Social Media Marketing on Twitter using Sentiment Analysis

Abstract: Social media is an increasingly important marketing platform in today’s society, and many businesses use them in one way or another in their advertising. This report aimed to determine the effect of different factors on the sentiment in the response to a tweet posted on Twitter for advertising purposes by companies in the fast food sector in North America. The factors considered were the time of posting, the length and the sentiment of a tweet, along with the presence of media other than text in the tweet. Sentiment was extracted from samples of the response to the advertising tweets collected daily between the 27th of March and the 28th of April and plotted against the factors mentioned. The results indicate that the sentiment of the advertising tweet along with the time of posting had the biggest impact on the response, though no definitive conclusions on their effects could be drawn.