Sharif Digital Repository

In this research, we will examine the emotions in the comments recorded about the tweets that have gone viral on the Twitter social media. We use Ekman's emotion classification model to classify emotions. Also, we choose the desired brands from the international brands of the fashion and clothing industry. These brands are divided into 2 luxury and non-luxury categories. Finally, we select 10 luxury brands and 9 non-luxury brands and extract all their tweets in a period of 6 months. Tweets that have been published more than a certain amount are considered as viral tweets, and using a machine learning model designed for this purpose, the emotions in the comments of users are analyzed and...