For more than a decade now, with the emergence of Internet 2.0, users have been able to generate their own content and share it publicly with relative ease. This boom has witnessed a huge surge in the popularity of Online Social Networks (OSN), in particular the Twitter microblogging platform which allows its users to share text messages of up to 140 characters with their family, friends and followers [12]. More than 500 million messages, commonly known as tweets, are posted every day [20, 34]. Given that the main reason behind these publications is to express the opinion of the users, they have proven to be great interest to be analysed [14, 38, 48]. This huge amount of content circulating in OSN has attracted the attention of marketing agencies that seek capitalize on the behaviour of clients (current or future) to adjust their online campaigns and even use the social content (number of likes, retweets, etc.) to predict consumer behaviour in the real world [45, 53]. Recently this type of analysis

No abstract