... social media research. Gyujik Han can be contacted at: gyujik.han@ufl.edu 14 04 2025 30 08 2025 11 02 2026 02 03 2026 02 03 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Sentiment analysis Machine learning...

.... Sentiment analysis using Valence Aware Dictionary and Sentiment Reasoner classified posts as positive, neutral, or negative, while Latent Dirichlet Allocation topic modeling revealed overarching themes. Discourse was further categorized as team-focused, player-focused, both, or neither, enabling detailed...

... accounts of six professional leagues (i.e. @nbacares, @nflplay60, @InspireChange, @thewnbpa, @Pr_nhl, @Mlsworks and @Mlbsocial). The authors collected historical data from each CSR-focused Twitter account (N = 136,076) from March 2010 to September 2022. Findings After conducting sentiment analysis...

...Nick Burton Purpose The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social media users' ethical responses to digital event marketing campaigns during the 2018 FIFA World Cup...