Comparative Analysis of Customer Sentiments on Competing Brands using Hybrid Model Approach
N Srivats Athindran, S. Manikandaraj, R. Kamaleshwar · 2018
Customer sentiment is one of the vital aspects essential for transforming business approaches to deal with competitors in today's fast paced market. Any large company will deal with a lot of customers every day and thus it is not practically feasible to get individual feedbacks from each of them. Through social networking sites such as Twitter, Facebook etc. information can be gained through customers sentiments, which can be used by the businesses to derive insights and make decisions regarding improving their product quality. In this paper, we utilize the approach of sentiment analysis to derive individual user perceptions about the different features of the new releases of two leading Smartphone brands in India- Vivo and Oppo. The tweets pertaining to the two smartphones Vivo Nex and Oppo FindX are used as individual customer feedback and the sentiment for each tweet is classified using a hybrid model which is a combination of the Lexicon Based Sentiment analysis and the Naive Bayes algorithms, thus obtaining better accuracy. Then, the overall sentiments for each of the two smartphones is compared which provide a bird's eye view of the user perceptions about the two mobiles. Lastly, we dig further to compare the user sentiments of the individual features in the two smartphones which acts as a powerful feedback mechanism for companies, which they could use to make immediate corrections or utilize this for improving the design of their subsequent models.