ANALYSIS OF BRAND POPULARITY USING BIG DATA AND TWITTER

Abstract

Social media actions such as commenting, tweeting, liking and sharing can act as proxies for consumer’s attention to a particular product. In this paper, we demonstrate how social media data from Twitter can be used to analyse the popularity of a brand. We discuss such findings of brands like Apple, Samsung, Nike, Reebok, Amazon, Google, Sony, Panasonic, Fossil, Fastrack, using sentiment analysis. Human beings love to eat information. Information is how we come to make sense of the world. The philosopher Isaiah Berlin said, “To Understand Is to Perceive Patterns”. Carl Sagan says, “Understanding is a kind of ecstasy”. Today we are living in the age of Big Data. We are living in an age in which, we are producing more information than ever before, we are consuming more information than ever before, we are quantifying and making sense of more information than ever before, and it is leading to a revolution of human possibility. So what exactly does big data makes possible? In this paper, we analyse few brands, and to some extent their products, that have generated a large number of opinions on Twitter. We have chosen Twitter because; Twitter Data is the most comprehensive, participative, live public platform where key brands are discussed about, everyday. Data makes possible things we cannot even imagine, and in this paper we will be exploring precisely, the implication of this big data revolution. It is a new chapter in human possibility; it is a new chapter in what it means to be us. Our paper is associated with analysis from large amounts of big data using Sentiment Analysis. Today we analyze and collect data. Tomorrow we’ll be doing the inverse. We are on the verge of collecting data in almost every dimension of every organization which will enable us to look at data before we form questions. That means we’ll be getting answers to questions we didn’t know to ask. We will be reasserting before we assume things to be facts. For many company’s data is both their biggest asset and biggest challenge. It's the key to the understanding and engaging their consumer's. It lets them efficiently and effectively plan their product launch and successive releases. When it comes to the supply chain management data means visibility and flexibility at a global level, brands competing on low margins have known for decades that data is a powerful tool, and big data takes it and supercharges it for the modern multichannel environment. Company’s who embrace big data throughout their organization can unlock hidden value and many other functions as well. Shown below is the structure of this paper. Related work on predictive analytics is reviewed in the next section. Steps taken to analyze the brand popularity using Twitter data are mentioned in the third section. The results are tabulated in the fourth section. Further, the advantages of sentiment analysis and its applications are listed in the fifth section. Lastly, we have concluded and narrated the future scope that we wish to implement in our upcoming paper.