تحليل نظرات كاربران شبكه اجتماعي در مورد يك برند با در نظر گرفتن ميزان خوش‌بيني يا بدبيني كاربران

Today, companies and businesses seek to know the opinions of customers in order to improve their products and services and meet the needs of customers. One of the ways to achieve this goal is to analyze opinions in social networks. Analyzing customer comments on social networks helps brands identify their weaknesses and respond to customer needs. Analyzing the opinions of customers in social networks, due to the high volume of data, is necessary in order to extract useful information and allows brands to know the needs and problems of customers and respond to them. In the process of analyzing customer opinions in social networks, it is important to pay attention to their personality dimensions. One of these personality dimensions is the division of people into optimists and pessimists, and paying attention to this personality dimension when analyzing users' opinions is an idea considered in this research. An optimistic person expects the situation to improve and has a positive perception of events and situations; While the pessimistic person expects the situation to worsen and interprets the events negatively. If the level of optimism and pessimism of people is not taken into account, the weakness and strength of the brand or product may be shown more or less than what it is in reality, and an accurate value may not be obtained. While if information is available about the user's optimism or pessimism, their opinions can be considered with different weights by taking into account the optimism or pessimism of the users. For example, the negative opinions of an optimist are more important than the negative opinions of a pessimist about the brand, because the optimist's criticisms of positive events and conditions indicate the reality and weakness of the brand. As a result, in analyzing the opinions of customers to achieve more accurate results, one should pay attention to the optimism or pessimism of each person. In this research, at first, models for analyzing the opinions of social network users about the brand have been trained and presented (in this research, as a case study, it has been focused on the first mobile brand). Then, models for estimating the level of optimism or pessimism of users based on their data in the social network have been taught and presented. In the following, a method for combining "analysis of the opinions of social network users about the brand" and "the level of optimism or pessimism of each user" is presented. The eva‎luations and results obtained show that by using the presented method, it is possible to more accurately identify the different strengths and weaknesses of the brand based on the opinions of the users and also notice the level of satisfaction or lack of satisfaction of the users regarding different aspects of the brand. In addition, the method presented in this research helps to identify users whose change and opinion about a specific brand or product should be prioritized.

همراه اول

6