Sentiment Analysis and its Application in Analysing Consumer Behaviour
Chandra Prakash Gupta, V. V. Ravi Kumar · 2023
Sentiment analysis helps in identifying and extracting subjective information from text, such as feelings, sentiments, and attitudes. Its usage is increasing day by day in different fields like marketing, customer service, social media analysis, and, most importantly, analyzing customer behaviour. It assists in understanding customer needs and preferences and enhances the overall customer experience. Lexicon-based approaches, machine learning algorithms, and deep learning models are some of the approaches used in the sentiment analysis. This paper is an attempt to find how sentiment analysis can provide valuable insights into customer sentiment and help identify changing customer trends, patterns, and preferences. This will result in businesses making informed decisions and thus improving upon their customer service, product development, and marketing strategies, thus gaining a better understanding of their customers and improving their overall customer experience.