Examining Consumer Sentiments in Online Purchase Reviews on Social Media Platforms

Abstract

Consumers are increasingly turning to online product reviews for direction when it comes to making decisions about the products they want to purchase. Reviewing products and providing feedback on those reviews is becoming more popular on social media. It is possible that looking at consumer product evaluations on social media might prove to be a highly beneficial resource for businesses. This is because consumers post reactions on social media regarding their most recent purchases. Nevertheless, it is challenging to scan social media for evaluations and gather them all together in one place. A conceptual framework called 4A (anxious, apart, ardent and active) is presented in the research to classify results into one of four possible categories. The framework’s flexibility makes it simple for businesses to use, since it effectively classifies results into one of four categories. This allows businesses to gauge the public’s reaction and adjust their marketing strategy accordingly. Despite the fact that businesses have not yet embraced the proposed framework, the findings are favourable.

Keywords: 4A Framework, Naïve Bayes Algorithm, Amazon India, Flipkart, Snapdeal, Myntra, eBay

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