Twitter Strategies and Date of Submission: 09/03/2020 Trends: An Analysis of The Smartphone Industry Santeri Nupponen & Øyvind Hegstad MASTER'S THESIS MSc in Business Administration and E-Business Supervisor: Niels Buss Lassen Number of characters: 140 272 Number of pages: 87 Student ID Santeri Nupponen: 121729 Student ID Øyvind Hegstad: 116568 Table of Contents 1.0 Abstract .......................................................................................................................................................................... 4 2.0 Forewords ..................................................................................................................................................................... 5 3.0 Introduction ................................................................................................................................................................ 5 4.0 Objective ........................................................................................................................................................................ 7 5.0 Aim .................................................................................................................................................................................... 7 6.0 Scope ................................................................................................................................................................................ 8 7.0 Delimitation ................................................................................................................................................................. 8 8.0 Motivation..................................................................................................................................................................... 9 9.0 Literature Review ..................................................................................................................................................10 10.0 Industry characteristics ...................................................................................................................................13 10.1 Company description....................................................................................................................................15 10.1.1 Samsung .......................................................................................................................................................15 10.1.2 Nokia ..............................................................................................................................................................16 10.1.3 Oppo ...............................................................................................................................................................16 10.1.4 Xiaomi ...........................................................................................................................................................16 10.1.5 Huawei ..........................................................................................................................................................17 10.2 Twitter ..................................................................................................................................................................17 11.0 Definition of Data .................................................................................................................................................18 11.1 Big Data .................................................................................................................................................................18 11.2 Big Social Data ..................................................................................................................................................20 12.0 Computational Linguistics ..............................................................................................................................21 12.1 Natural Language Processing ..................................................................................................................22 12.1.1 Challenges in NLP - Ambiguity in text ........................................................................................23 12.2 Automated Text Analysis and Text Mining ......................................................................................24 12.2.1 Word Frequency Analysis .................................................................................................................25 12.2.2 Text Classification: Sentiment Analysis ....................................................................................25 12.2.3 Text Classification: Machine learning ........................................................................................26 12.2.3.1 Supervised Learning .................................................................................... 27 12.2.3.2 Probabilistic Classifier - Naive Bayes Classifier ...................................... 28 12.2.3.3 The Naive Bayes Classifier - Training ....................................................... 30 13.0 Research Design ...................................................................................................................................................31 13.1 Purpose .................................................................................................................................................................31 13.2 Research Philosophy ....................................................................................................................................32 13.3 Research Choices ............................................................................................................................................32 1 13.4 Research Strategy ...........................................................................................................................................33 13.5 Research Method.............................................................................................................................................33 13.6 Research Approach ........................................................................................................................................33 13.7 Conceptual model ...........................................................................................................................................34 14.0 Research Methodology .....................................................................................................................................35 14.1 Data Analytics Process .................................................................................................................................35 14.1.1 Dataset Description and Collection .............................................................................................36 14.1.2 Data Pre-processing .............................................................................................................................37 14.1.3 Visual Exploration and Analysis ....................................................................................................38 14.1.4 Interaction Analysis ..............................................................................................................................38 14.1.4.1 Artefact Analysis .......................................................................................... 38 14.1.4.1.1 Content Analysis .................................................................................... 38 14.1.4.2 Actor Analysis ............................................................................................... 40 14.1.4.2.1 Social Network Analysis ....................................................................... 40 14.1.5 Preparation of Domain Specific Classifiers .............................................................................43 14.1.6 Conversation Analysis .........................................................................................................................49 14.1.6.1 Textual Classification................................................................................... 49 14.1.6.2 Word Frequency Analysis ........................................................................... 52 15.0 Results ........................................................................................................................................................................53 15.1 Interaction Analysis ......................................................................................................................................53 15.1.1 Content Types Analysis .......................................................................................................................54 15.1.2 Company Content Types Analysis.................................................................................................54 15.1.3 Engagement by Content Type Analysis......................................................................................57 15.1.4 Analysis of User and Brand Activity ............................................................................................58 15.1.5 Analysis of Company Replies ...........................................................................................................59 15.1.6 Volume of Engagement Analysis ...................................................................................................61