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WHDL - 00015397

Sentiment Analysis: A Comparison of the Instagram Accounts of PLNU and Other Universities

Alexa Do

Resource Types

Academic (Thesis, Dissertation, Etc.)

Resource Languages

English

Institutional Repository

Point Loma Nazarene University

Description / Abstract

Sentiment analysis is a machine learning, Natural Language Processing technique that associates text with their given emotion. It is often used by marketers to gain insights into their customers, especially in discovering areas (such as in social media) that they can improve on. The machine-learning algorithm VADER (from the programming language Python) was used to offer actionable results for PLNU's Marketing Department on what their competitors are doing on Instagram, and what can be done to boost engagement.