Analyzing user sentiment in social media: Implications for online marketing strategy

This article examines restaurant customers’ online activity following visits to restaurants. Differences in customers’ opinions based on gender and location are discussed. Sentiment analysis was used to analyze customers’ social media behavior in terms of liking, rating, and reviewing restaurants. U...

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Bibliographic Details
Published in:Psychology & marketing 2017-12, Vol.34 (12), p.1094-1100
Main Authors: Micu, Adrian, Micu, Angela Eliza, Geru, Marius, Lixandroiu, Radu Constantin
Format: Article
Language:English
Subjects:
Customer satisfaction
Customers
Digital marketing
online reputation management
Restaurants
Sentiment analysis
social media marketing
Social networks
targeting
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Summary:This article examines restaurant customers’ online activity following visits to restaurants. Differences in customers’ opinions based on gender and location are discussed. Sentiment analysis was used to analyze customers’ social media behavior in terms of liking, rating, and reviewing restaurants. User‐generated reviews and comments about experiences influence potential customers’ decisions. The results of this study show that gender and location of customers influence restaurant ratings. This article shows that sentiment analysis (using Natural Language Toolkit and TextBlob) can help marketers by providing a useful tool for big data analysis. Sentiment analysis can be used to interpret customer behavior and highlight how presales, sales, and after‐sales strategies can be improved.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.21049