Sentiment Analysis of E-Retailer’s Flash Sales on Twitter
Academic Leadership - Online Journal,
Vol. 21 No. 4 (2020): Vol-21-Issue-4-April-2020
The Indian e-commerce market is predicted to develop to US$ 200 billion by 2026 from US$ 38.5 billion in 2017. In e-commerce marketing, a flash sale is an incredible method which helps to increase the sale of branded products at discount prices within a specified time rather than the typical sales period. This study focuses on sentiments possessed by the public for Republic day sales, 2020 on Twitter. For analysis, the frequency of common words is calculated, and NRC based sentiment analysis was applied to get emotions from the content. Positive sentiments including trust, joy and anticipation are the most prevalent sentiments in the dataset than negative emotions like anger, fear, sadness, disgust. Also, the sale was highly focused on exclusive promotions and offers and discounts. This study will provide insights to e-retailers regarding public opinion on such sales.