IDEAS home Printed from https://ideas.repec.org/a/sgm/emswzu/v22i105y2024p4-21.html
   My bibliography  Save this article

Decoding Sentiment in Online Communication: A Social Media Analysis of Fashion Companies

Author

Listed:
  • Karolina Mania

    (Institute of Economics, Finance and Management, Faculty of Management and Social Communication, Jagiellonian University, Poland Faridabad, India)

  • Monika Jedynak

    (Institute of Economics, Finance and Management, Faculty of Management and Social Communication, Jagiellonian University, Poland)

  • Aneta Kuzniarska

    (Institute of Economics, Finance and Management, Faculty of Management and Social Communication, Jagiellonian University, Poland)

  • Karolina Woszczyna

    (Institute of Economics, Finance and Management, Faculty of Management and Social Communication, Jagiellonian University, Poland)

Abstract

Purpose: The aim of this article was to identify differences in the emotional tone of verbal messages published on the Facebook accounts of selected companies within the fashion industry, focusing on organizations with an active presence on this platform. Design/methodology/approach: The sentiment analysis was conducted using the CLARIN software suite. Over a three-month period in 2023, companies’ posts and users’ comments were collected and analyzed. Sentiments were categorized into six groups: ambiguous statements, strong and weak negative statements, strong and weak positive statements, and neutral statements. Analysis was performed at sentence, document, and aspect levels, employing both lexicon-based methods and machine learning. Findings: The results showed a preponderance of strong positive sentiment among the messages seen on the social media channels of the companies analyzed. Research limitations/implications: The study was limited to a three-month data collection period and focused exclusively on organizations within the fashion industry with an active Facebook presence, which may limit the generalizability of the findings to other industries or platforms. Originality/value: This study contributes to the understanding of how corporate communication on social media impacts its users, offering insights specifically into sentiment dynamics within the fashion industry.

Suggested Citation

  • Karolina Mania & Monika Jedynak & Aneta Kuzniarska & Karolina Woszczyna, 2024. "Decoding Sentiment in Online Communication: A Social Media Analysis of Fashion Companies," European Management Studies, University of Warsaw, Faculty of Management, vol. 22(105), pages 4-21.
    • Handle: RePEc:sgm:emswzu:v:22:i:105:y:2024:p:4-21
    DOI: 10.7172/1644-9584.105.1
    as

    Download full text from publisher

    File URL: https://press.wz.uw.edu.pl/ems/vol22/iss3/1/
    Download Restriction: no
    File URL:
    Download Restriction: no
    File URL: https://libkey.io/10.7172/1644-9584.105.1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    social media; communication; sentiment analysis; Facebook;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sgm:emswzu:v:22:i:105:y:2024:p:4-21. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge The email address of this maintainer does not seem to be valid anymore. Please ask the person in charge to update the entry or send us the correct address (email available below). General contact details of provider: https://edirc.repec.org/data/somuwpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.