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Improving sentiment scoring mechanism: a case study on airline services

Purpose: The purpose of this paper is to investigate the effect of including letter repetition commonly found within social media text and its impact in determining the sentiment scores for two major airlines in Malaysia. Design/methodology/approach: A Sentiment Intensity Calculator (SentI-Cal) was...

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Main Authors: Kaur, Wandeep, Balakrishnan, Vimala
Format: Article
Published: Emerald 2018
Subjects:
QA75 Electronic computers. Computer science
Online Access:http://eprints.um.edu.my/21666/
https://doi.org/10.1108/IMDS-07-2017-0300
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spelling my.um.eprints.216662019-07-19T08:34:21Z http://eprints.um.edu.my/21666/ Improving sentiment scoring mechanism: a case study on airline services Kaur, Wandeep Balakrishnan, Vimala QA75 Electronic computers. Computer science Purpose: The purpose of this paper is to investigate the effect of including letter repetition commonly found within social media text and its impact in determining the sentiment scores for two major airlines in Malaysia. Design/methodology/approach: A Sentiment Intensity Calculator (SentI-Cal) was developed by assigning individual weights to each letter repetition, and tested it using data collected from official Facebook pages of the airlines. Findings: Evaluation metrics indicate that SentI-Cal outperforms the baseline tool Semantic Orientation Calculator (SO-CAL), with an accuracy of 90.7 percent compared to 58.33 percent for SO-CAL. Practical implications: A more accurate sentiment score allows airline services to easily obtain a better understanding of the sentiments of their customers, hence providing opportunities in improving their airline services. Originality/value: Proposed mechanism calculates sentiment intensity of social media text by assigning individual weightage to each repeated letter and exclamation mark thus producing a more accurate sentiment score. Emerald 2018 Article PeerReviewed Kaur, Wandeep and Balakrishnan, Vimala (2018) Improving sentiment scoring mechanism: a case study on airline services. Industrial Management & Data Systems, 118 (8). pp. 1578-1596. ISSN 0263-5577 https://doi.org/10.1108/IMDS-07-2017-0300 doi:10.1108/IMDS-07-2017-0300
institution Universiti Malaya
building UM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaya
content_source UM Research Repository
url_provider http://eprints.um.edu.my/
topic QA75 Electronic computers. Computer science
spellingShingle QA75 Electronic computers. Computer science
Kaur, Wandeep
Balakrishnan, Vimala
Improving sentiment scoring mechanism: a case study on airline services
description Purpose: The purpose of this paper is to investigate the effect of including letter repetition commonly found within social media text and its impact in determining the sentiment scores for two major airlines in Malaysia. Design/methodology/approach: A Sentiment Intensity Calculator (SentI-Cal) was developed by assigning individual weights to each letter repetition, and tested it using data collected from official Facebook pages of the airlines. Findings: Evaluation metrics indicate that SentI-Cal outperforms the baseline tool Semantic Orientation Calculator (SO-CAL), with an accuracy of 90.7 percent compared to 58.33 percent for SO-CAL. Practical implications: A more accurate sentiment score allows airline services to easily obtain a better understanding of the sentiments of their customers, hence providing opportunities in improving their airline services. Originality/value: Proposed mechanism calculates sentiment intensity of social media text by assigning individual weightage to each repeated letter and exclamation mark thus producing a more accurate sentiment score.
format Article
author Kaur, Wandeep
Balakrishnan, Vimala
author_facet Kaur, Wandeep
Balakrishnan, Vimala
author_sort Kaur, Wandeep
title Improving sentiment scoring mechanism: a case study on airline services
title_short Improving sentiment scoring mechanism: a case study on airline services
title_full Improving sentiment scoring mechanism: a case study on airline services
title_fullStr Improving sentiment scoring mechanism: a case study on airline services
title_full_unstemmed Improving sentiment scoring mechanism: a case study on airline services
title_sort improving sentiment scoring mechanism: a case study on airline services
publisher Emerald
publishDate 2018
url http://eprints.um.edu.my/21666/
https://doi.org/10.1108/IMDS-07-2017-0300
_version_ 1643691625291972608
score 13.211869

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