Literature review - Twitter as A Tool of Market Intelligence for Businesses: Sentiment analysis approach

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Upreti, Bikesh Raj Autio, Heikki 2020-01-12T17:05:24Z 2020-01-12T17:05:24Z 2019
dc.description.abstract Purpose As an emerging technology, sentiment analysis of Twitter has aroused interest in the field of business research. The thesis has three primary objectives. The first objective is to identify how businesses could utilize sentiment analysis of Twitter in their market intelligence functions. The second is to determine how sentiment analysis of Twitter compares to more traditional methods of market intelligence. Thirdly, this thesis aspires to bring technology-oriented discipline easier to approach for business researchers. Methodology The research method of this thesis is a literature review. The thesis revises prior published and peer-reviewed articles with a focus on sentiment analysis of Twitter and its applications to market intelligence. Findings There are three significant findings in this thesis. 1. Companies have utilized sentiment analysis for various purposes of market intelligence with encouraging results. 2. Sentiment analysis of Twitter has a variety of similarities with traditional market intelligence methods. In the future, it will be an auspicious technique for market intelligence as its accuracy is improved, and companies utilize it more frequently for practical purposes. 3. Even though Twitter sentiment analysis has raised plenty of interest, there is no clear research field within the business, and more specifically, market intelligence related literature. Future research For future research, this thesis provides a review of the possibilities and uses of Twitter sentiment analysis in the context of market intelligence. Its focus is to support especially business research. Reviewed literature illustrates that there are a large number of research avenues to be addressed in the future. The first objective for future research is to implement a more precise research field of business research. The second objective is to conduct more comparative studies between Twitter sentiment analysis and qualitative business research methods. Another intriguing research topic is Twitter sentiment analysis in the context of Finnish companies. en
dc.format.extent 33 + 3
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Literature review - Twitter as A Tool of Market Intelligence for Businesses: Sentiment analysis approach en
dc.type G1 Kandidaatintyö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Tieto- ja palvelujohtamisen laitos fi
dc.subject.keyword sentiment analysis en
dc.subject.keyword market intelligence en
dc.subject.keyword Twitter en
dc.subject.keyword competitive analysis en
dc.subject.keyword customer analysis en
dc.subject.keyword market research en
dc.identifier.urn URN:NBN:fi:aalto-202001121542
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme Tieto- ja palvelujohtaminen en
dc.description.notification Tutkielman tiivistelmätiedoissa näkyvä hyväksymisvuosi on 2019. fi
dc.description.notification The year of approval showing in the abstract of the thesis is 2019. en

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