The thesis titled Design, construction and validation of LOGOS: a tool based on the multilingual sentiment analysis to support marketing decision making, is categorized under a marketing and consumption line of research from the Economic and Business Sciences Ph.D. program at the University of Granada.

The work gives continuity to the previous study titled Giving Wings to RedBull: an application of the Opinion Mining, to know what the followers think and what they speak about his brand in Twitter, carried out as like Master´s Thesis in the Master of Marketing and Consumer Behavior of the University of Granada (UGR).

This thesis will provide technical and scientific contribution to the monitoring techniques of social networks. It is intended to develop a methodology and software based on Opinion Mining (OM) techniques and web sentiment  analysis (SA), to gather and interpret data from social networks.

 

General objective

Design a method and Opinion Mining software applied to Twitter to, enhance relational marketing practices in multinationals operating in Spain and Brazil, and to increase their level of competitiveness in the market and the value proposition offered to customers.

Specific objectives

(A) To study the different methods of sentiment analysis through automatic algorithms and compare them to identify the levels of goodness of each one with respect to precision and speed;

(B) Develop procedures focused on Twitter to extract i) the topics of greatest interest and relevance, as well as ii) the most influential messages and / or users related to advertising campaigns belonging to two different companies operating in Spain and Brazil;

(C) Investigate about the devices and applications (apps) most used by these users to publish on Twitter, to be able to define the most frequent ways used of connection.

(D) Develop metrics to locate geographically the users through the published tweets related to companies chosen to determine their socio-demographic profile;

(E) Determine the tweets polarities, through the sentiment analysis using the machine learning approach;

(F) Design and implement a software that integrates all of the above that will be used as a tool in making decisions related to develop products development, services and associated marketing campaigns.

 

As a result, we aims to generate fundamental knowledge to be used by companies in the application of relationship marketing strategies and provide a new prism for the development of markets in Spain and Brazil.