Leveraging fine-grained sentiment analysis for competitivity

Nabareseh, Stephan; Afful-Dadzie, Eric; Klímek, Petr

dc.title	Leveraging fine-grained sentiment analysis for competitivity	en
dc.contributor.author	Nabareseh, Stephan
dc.contributor.author	Afful-Dadzie, Eric
dc.contributor.author	Klímek, Petr
dc.relation.ispartof	Journal of Information and Knowledge Management
dc.identifier.issn	0219-6492 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued	2018
utb.relation.volume	17
utb.relation.issue	2
dc.type	article
dc.language.iso	en
dc.publisher	World Scientific Publishing Co. Pte. Ltd.
dc.identifier.doi	10.1142/S0219649218500181
dc.relation.uri	https://www.worldscientific.com/doi/abs/10.1142/S0219649218500181
dc.subject	Social media	en
dc.subject	telecommunication companies	en
dc.subject	sentiment analysis	en
dc.subject	facebook: twitter	en
dc.subject	competitive analysis	en
dc.description.abstract	The surge in the use of social media tools by most businesses and corporate society for varied purposes cannot be over emphasised. The two top social media sites heavily patronised by businesses are Facebook and Twitter. For companies to harness the business potential of social media to increase competitive advantage, sentiments behind textual data of their customers, fans and competitors must be monitored and analysed with keen interest. This paper demonstrates how companies in the Telecommunication industry can understand consumer opinions, frustrations and satisfaction through opinion mining analyses and interpret customers' textual data to enhance competitiveness. Sentiment analysis that classifies positive, negative and neutral sentiments of customers of the top three telecommunication companies in Ghana (MTN, Vodafone and Tigo) is studied. The proposed method extracts "intelligence" from the classified customers' comments and compares it with responses from the companies. The results show how customer sentiments can be harnessed into successful online advertising projects. Companies can use the results to enhance their responsiveness to customer-centred, improve on the quality of their service, integrate social sentiments into PR plan, develop a strategy for social media marketing and leverage on the advantages of online advertising. © 2018 World Scientific Publishing Co.	en
utb.faculty	Faculty of Management and Economics
dc.identifier.uri	http://hdl.handle.net/10563/1007954
utb.identifier.obdid	43878355
utb.identifier.scopus	2-s2.0-85044767396
utb.identifier.wok	000434477400007
utb.source	j-scopus
dc.date.accessioned	2018-07-27T08:47:35Z
dc.date.available	2018-07-27T08:47:35Z
dc.description.sponsorship	Internal Grant Agency of Tomas Bata University [IGA/FaME/2016/019]
utb.contributor.internalauthor	Nabareseh, Stephan
utb.contributor.internalauthor	Klímek, Petr
utb.fulltext.affiliation	Stephen Nabareseh,†,§, Eric A®ul-Dadzie‡ and Petr Klimek *Faculty of Management and Economics Tomas Bata University in Zlin, Czech Republic † Ghana Revenue Authority, Accra, Ghana ‡ University of Ghana Business School University of Ghana, Legon, Ghana § snabareseh@gmail.com
utb.fulltext.dates	Published 4 April 2018
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utb.fulltext.sponsorship	This work was supported by Internal Grant Agency of Tomas Bata University under the project Nos. IGA/FaME/2016/019.
utb.wos.affiliation	[Nabareseh, Stephen; Klimek, Petr] Tomas Bata Univ, Fac Econ & Management, Zlin, Czech Republic; [Nabareseh, Stephen] Ghana Revenue Author, Accra, Ghana; [Affuul-Dadzie, Eric] Univ Ghana, Sch Business, Legon, Ghana
utb.fulltext.projects	IGA/FaME/2016/019