Abstract

FLORES, Julio César Montiel  and  VALENZUELA, Juan Pedro Valenzuela. DATA Mining for Sentiment Analysis: a Case Study. NTQR [online]. 2024, vol.19, e927.  Epub Feb 15, 2024. ISSN 2184-7770.  https://doi.org/10.36367/ntqr.19.2023.e927.

Internet users around the world spend an average of 2 hours and 25 minutes a day on social networks, so techniques such as sentiment analysis are applied to their social networks, which is used for the identification and classification of the emotions used in activities such as market research, brand reputation monitoring, customer satisfaction measurement, among others. This communication aims to determine the importance and usefulness of sentiment analysis through data mining as a relevant tool to know opinion trends and sentiment of communication referents.The methodology used is qualitative under the case study method. Twitter was used as a source for the collection of information and for its analysis the data mining software RapidMiner was used with the operator for sentiment analysis. As part of the conclusions, it is observed that it is possible to affirm that the analysis of sentiment through data mining is a useful and valuable tool for decision-making on communication strategies that can be carried out, not only in tourism, but in any activity that seeks to position itself in the mind of the consumer.

Keywords : Social Perception; Sentiment Analysis; Data mining; Social Media;.

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