THE IMPACT OF SENTIMENT ON USER’S REACTION ON FACEBOOK: THE CASE OF THE AMERICAN CHAMBER OF COMMERCE IN UKRAINE
Abstract
This study investigates the relationship of sentiments expressed in Facebook posts by the American Chamber of Commerce (ACC) in Ukraine on audience reactions. By employing AI-driven sentiment analysis, we categorize ACC's posts into five categories: Empowerment category, Excitement and enthusiasm category, Gratitude category, Optimism category, and Resilience category. Our findings reveal that posts signaling resilience and optimism receive significantly more reactions compared to those communicating empowerment and excitement. As sentiment analysis continues to evolve, incorporating multimodal approaches and leveraging advancements in AI and NLP, businesses that effectively utilize these tools will be better equipped to make informed decisions and adapt to the ever-changing digital landscape. Furthermore, posts classified as displaying empowerment are more likely to be shared/reposted by the readers. These results highlight the importance of tailoring communication strategies to elicit desired audience responses and provide valuable insights for organizations navigating complex environments.
References
Akpinar E., & Berger J. (2017) Valuable virality. Journal of Marketing Research, no. 54(2), pp. 318–330. DOI: https://doi.org/10.1509/jmr.13.0350
Berger J., & Milkman K. L. (2012) What makes online content viral? Journal of Marketing Research, no. 49(2), pp. 192–205. DOI: https://doi.org/10.1509/jmr.10.0353
Diwali A., Saeedi K., Dashtipour K., Gogate M., Cambria E., & Hussain A. (2024) Sentiment analysis meets explainable artificial intelligence: A survey on explainable sentiment analysis. IEEE Transactions on Affective Computing, pp. 1–12. DOI: https://doi.org/10.1109/TAFFC.2023.3296373
Eberl J.-M., Tolochko P., Jost P., Heidenreich T., & Boomgaarden H. G. (2020) What’s in a post? How sentiment and issue salience affect users’ emotional reactions on Facebook. Journal of Information Technology & Politics, no. 17(1), pp. 48–65. DOI: https://doi.org/10.1080/19331681.2019.1710318
Frankwatching blog (June 20, 2023). Leading benefits of using social media for marketing purposes worldwide as of January 2023. Statista. Available at: https://www.statista.com/statistics/188447/influence-of-global-social-media-marketing-usage-on-businesses/
Guirdham, O. (2024, June 13). Sentiment analysis software market size, share and growth analysis for 2024-2033. EIN Presswire. Available at: https://www.einpresswire.com/article/719639621/sentiment-analysis-software-market-size-share-and-growth-analysis-for-2024-2033
Kim C., & Yang S.-U. (2017) Like, comment, and share on Facebook: How each behavior differs from the other. Public Relations Review, no. 43(2), pp. 441–449. DOI: https://doi.org/10.1016/j.pubrev.2017.02.006
Kramer A. D. I., Guillory J. E., & Hancock J. T. (2014) Experimental evidence of massive-scale emotional contagion through social networks. Proceedings of the National Academy of Sciences, no. 111(24), pp. 8788–8790. DOI: https://doi.org/10.1073/pnas.1320040111
Krugmann J. O., & Hartmann J. (2024) Sentiment analysis in the age of generative AI. Customer Needs and Solutions, no. 11(1). DOI: https://doi.org/10.1007/s40547-024-00143-4
Kumar A., & Sebastian T. M. (2012) Sentiment analysis: A perspective on its past, present and future. International Journal of Intelligent Systems and Applications, no. 4(10), pp. 1–14. DOI: https://doi.org/10.5815/ijisa.2012.10.01
Lovett M. J., Renana P., & Ron S. (2013) On brands and word of mouth. Journal of Marketing Research, no. 50(4), pp. 427–444. DOI: https://doi.org/10.1509/jmr.11.0458
Mantyla M., Graziotin D., Kuutila M. (2018) The evolution of sentiment analysis – a review of research topics, venues, and top cited papers. Computer Science Review, no. 27(1). DOI: https://doi.org/10.1016/j.cosrev.2017.10.002
Social Media Examiner. (May 15, 2023) Most important social media platforms for marketers worldwide as of January 2023. Statista. Available at: https://www.statista.com/statistics/259390/most-important-social-media-platforms-for-marketers-worldwide/
Srivastava S. (October 10, 2023) The impact of ai sentiment analysis: Benefits and use cases. Appinventiv. Available at: https://appinventiv.com/blog/ai-sentiment-analysis-in-business/
Tellis G. J., MacInnis D. J., Tirunillai S., & Zhang Y. (2019) What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing, no. 83(4), pp. 1–20. DOI: https://doi.org/10.1177/0022242919841034
What Is Sentiment Analysis? IBM. (August 24, 2023). Available at: https://www.ibm.com/topics/sentiment-analysis
