Abstract
PurposeThe 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/approachA 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.FindingsEvaluation 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 implicationsA 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/valueProposed 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.
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