Sentiment and Emotion on Twitter: The Case of the Global Consumer Electronics Industry

Abstract

Sentiment analysis is a new tool on new social media platforms, locations very attractive to the global consumer industry to investigate, due to their relevance and increased consumption in a pandemic. This study aims to determine the predominant sentiment and emotions on Twitter through a sentiment analysis in the consumer electronics industry, according to the top 30 companies of the Consumer Electronic Show 2020, by analyzing 96,000 tweets with a total of 273,221 words. The methodology used is quantitative, of a descriptive type, that integrates the study of emotions and sentiment through a statistical analysis of the tweets with R. The main results identify that the predominant sentiment is of positive assessment and the emotions of anticipation and confidence were the most representative. The contribution of this research is to provide empirical evidence of the global consumer electronics industry for correct decision-making through a data language analysis procedure on Twitter.