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Content and Sentiment Analysis on Online Social Networks (OSNs)

  • Davide Di FattaEmail author
  • Roberto Musotto
Chapter
Part of the Multimedia Systems and Applications book series (MMSA)

Abstract

The growing importance of the internet and online social networks (OSNs) has opened new doors to the digital humanities. Researchers have started to explore approaches and strategies available through social media and particularly through OSNs, but this field is still little unexplored and it requires further study.

OSNs include social components, such as comment fields for users and evaluation form that are a great source of information about users’ opinion, sentiment, and feelings. These data could be very attractive for the firm, therefore, how to exploit this information?

This theoretical study aims to shine a light over the application of content and sentiment analysis to the new field of OSNs, passing from opinion mining to integrated sentiment analysis (iSA). iSA is the contact point between sentiment analysis and opinion mining, held together in order to create a new method in order to capture not only the opinion, but also the polarity (positive or negative) of the sentiment.

Our conclusions rely on the following areas: the first is related to the importance of using content and sentiment analysis on the OSNs; the second conclusion is about the need to introduce appropriate new human resources able to manage social media marketing (SMM) instruments; the third is the ability to estimate the online activities performance through specific indicators; the last conclusion deals with the so-called social media return on investment, which is much debated in the literature and, therefore, represents a challenge for further study.

Keywords

Content analysis Sentiment analysis Online social networks Internet economy Facebook Twitter 

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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.University of MessinaMessinaItaly

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