A cloud-based big data sentiment analysis application for enterprises´ brand monitoring in social media streams

Due to the explosive diffusion of social media streams, users can evaluate the brands´ reputation and enterprises´ quality exploiting the information provided by new digital marketing channels. Consequently, enterprises need to spot and analyze a big amount of digital data in order to improve their reputation among consumers. This work proposes a cloud-based big data sentiment analysis application for brand monitoring and analysis in social media streams. Enterprises can enhance their competitiveness satisfying consumers´ needs and expectations exploiting our tool, detecting the sentiment of a tweet and how it influences people, when the author´s popularity is taken into account. The obtained results, showing that branding strategies play an even more important role in online environments, evidence the effectiveness of our approach for enterprises´ brand monitoring and analysis.