Abstract
This paper discusses detection of brand crisis on online social media, i.e. when a brand is being suffered from unexpectedly high frequency of negative comments on online channels such as social networks, electronic news, blog and forum. In order to do so, we combined the usage of probabilistic model for burst detection with ontology-based aspect-level sentiment analysis technique to detect negative mention. The burst on online environment is a trendy topic that is rapidly growing recently. Thus, a burst with high frequencies of negative mentions to a brand implies a potential online crisis occurring with that brand. Our experimental results show that the aspect-level sentiment analysis technique is extremely useful for detecting of negative mentions that related with the products and brands.
Highlights
With the transition of information and communication technology (ICT) over the Internet, social networking has developed rapidly and become a powerful medium for dealing with social crises in realtime 1
We addressed a particular form of online emergency occurrence, known as a brand crisis, where a brand suffers from an abnormally high level of derogatory feedback on online platforms
We develop a specific ontology known as Aspect-oriented Sentiment Ontology, capturing relations between aspects and sentiment terms on a certain domain
Summary
With the transition of information and communication technology (ICT) over the Internet, social networking has developed rapidly and become a powerful medium for dealing with social crises in realtime 1. Social media offers potential methods to perceive and respond to emergencies 2. In the terrorist act in Paris on Friday, November 13, 2015, social networks become important in helping people to be aware of terrorist attacks and encouraging each other to locate safety sheltera. Toyotab and Domino Pizzac are common examples in which online platforms provide successful means of enabling a http://www.wired.com/2015/11/paris-attacks-parisians-use-po rteouverte-hashtag-to-seek-offer-safe-shelter/. Derogatory content to circulate rapidly as a viral. Besides that, this environment helps the brand to successfully counteract a crisis through a range of techniques: (i) early warning or predicting of a crisis 3 and (ii) consumer input on a complicated social media landscape 4. We applied an approach of ontology-based sentiment analysis to detect burst that implies potential crisis of a brand
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