TY  - JOUR
T1  - Microblog Sentiment Analysis for Celebrity Endorsed Products
AU - Woo Kim, Jong AU - R. Kahn, John AU - Sung Kim, Dong 
JO  - Journal of Engineering and Applied Sciences
VL  - 12
IS  - 9
SP  - 2270
EP  - 2274
PY  - 2017
DA  - 2001/08/19
SN  - 1816-949x
DO  - jeasci.2017.2270.2274
UR  - https://makhillpublications.co/view-article.php?doi=jeasci.2017.2270.2274
KW  - Start marketing
KW  -celebrity endorsed products
KW  -sentiment analysis
KW  -sentiment lexicon
KW  -NBA basketball
AB  - Celebrity endorsed products such as NBA basketball star player endorsed shoes are typical examples
of star marketing. For the purpose of star marketing, companies need to monitor customer’s emotion and
sentiment to celebrities through social media such as Twitter, Instagram and Facebook. One step forward, in
this study, we aim to predict sales of celebrity endorsed products using sentiment analysis on social media data
on celebrities. Major fan group of celebrities are usually young generation and they use social media popularly
and frequently to share their emotion on celebrities. To apply sentiment analysis on the context we propose
a sentiment lexicon modification method based on supervised learning approach. Based on manually evaluated
social media contents on celebrities we identify domain-specific terms and their polarities which can contribute
to improve sentiment analysis performance. Using tweets on 10 NBA basketball star players and their endorsed
shoes sales data we perform experiments to show the usefulness of the proposed approach.
ER  -