Title: Understanding user behaviour through sentiment analysis: an exploration through online reviews and comments

Authors: Balaji Kanagasabai; Vaneeta Aggarwal

Addresses: Department of Management Studies, University of Madras, Chennai, India ' Department of Management Studies, University of Madras, Chennai, India

Abstract: This research study is conducted on the Amazon reviews for the book, Thinking, Fast and Slow and the comments on the author's talk about the same on a YouTube video. A total of 585 reviews (12,731 words) about the book from Amazon and 158 comments (4,593 words) for Kahneman's talk on YouTube are analysed using the R software and the word clouds along with the sentiment analyses are done. We found that the word 'book' is highly used in Amazon reviews and the word 'system' is highly used in the YouTube comments. This paved a way for an interesting finding that people who see videos understand the core concepts better than those who read books as the video comments discussed more about systems of the brain. Both the Amazon reviews and YouTube comments have high 'positive' score in sentiment analysis; however, the negative and critical opinions are higher in YouTube comments.

Keywords: management and technology; word cloud; cognitive psychology; sentiment analysis; R; thinking fast and slow; Amazon; YouTube.

DOI: 10.1504/IJBIS.2023.134946

International Journal of Business Information Systems, 2023 Vol.44 No.3, pp.325 - 338

Received: 20 Jun 2020
Accepted: 28 Oct 2020
Published online: 22 Nov 2023 *

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