Examining the Emotions in Twitter Social Media Users' Comments Regarding the Viral Tweets of Luxury Brands Compared to Non-Luxury Brands

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Mashhadi Hossein, Alireza | 2023

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Type of Document: M.Sc. Thesis
Language: Farsi
Document No: 56720 (44)
University: Sharif University of Technology
Department: Management and Economics
Advisor(s): Aslani, Shirin
Abstract:
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 analyzed. The findings of the research show the difference in the emotions evoked in the viral tweets of luxury brands compared to non-luxury brands
Keywords:
Social Media ; Emotions Analysis ; Luxury Brand ; Virality ; Twitter Social Network ; Twitter Posts Analysis ; Machine Learning

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