Identifying the real differences of opinion in social media sentiment.

• Autores: Annie Pettit
• Localización: International Journal of Market Research, ISSN-e 1470-7853, Vol. 55, Nº. 6, 2013, págs. 756-767
• Idioma: inglés
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• Resumen

  • This study examined the differences in social media sentiment based on author gender, age and country. After creating ten category-generic datasets, millions of social media verbatims from thousands of websites were collected, cleaned of spam, and scored into five-point sentiment scales. The results showed that women exhibit more positive sentiment, older people exhibit more positive sentiment, and Australians exhibit more positive sentiment, while Americans share more negative sentiment. The differences were small but clear, suggesting that research methodologists should apply correction factors to ensure that their results more accurately reflect differences of opinion as opposed to differences of word choice. Business users of social media data can be reassured that correction factors are not required to improve the accuracy of their research.