Analysis of Brand Perceptions of Covid-19 Vaccines with Sentiment Analysis On Social Media

Abstract

The increasing use of communication networks have facilitated to communication between brands and social media users, and users and brands have become closer in terms of sharing their thoughts. However, this use has also revived the need to analyze many ideas and thoughts. There is increasing curiosity and uncertainty in the public regarding the treatment of COVID-19 which concerns the entire world, in addition to concerns about which vaccine brand will be more effective and what the outcomes will be. In this study, it was aimed to reveal the perspectives of social media users about these vaccines and through Sinovac and BioNTech brands using text analysis. In the examination of COVID-19 vaccines within the scope of the study, text mining, which is a qualitative research method was performed. All tweets posted on the microblogging site Twitter about the BioNTech and Sinovac vaccines were interpreted using the sentiment analysis technique for the period between 15 March 2021 and 15 April 2021. In the analysis, it was ensured that the interpretations of vaccines were classified with R programming language as positive, negative or neutral. According to the obtained results, the attitudes of users towards the BioNTech brand were neutral, and the brand was perceived to be more trustworthy than the Sinovac brand in the comments shared.

Exploring brand perception in COVID vaccine tweets using TOPSA-NMF model

“…People often express their voices on social media channel about what they feel about the trending theme in the society. Social media, especially Twitter and Facebook, are filled with different opinions, reviews and ratings on different topics, products, brands and people [8]. The results of the sentiment analysis can be very helpful for targeted marketing and designing new products that meet the customer's needs much more deeply.…”