Employing the Sentiment Analysis Tool in NVivo 11 Plus on Social Media Data

Abstract

Sentiment analysis has been used to assess people's feelings, attitudes, and beliefs, ranging from positive to negative, on a variety of phenomena. Several new autocoding features in NVivo 11 Plus enable the capturing of sentiment analysis and extraction of themes from text datasets. This chapter describes eight scenarios in which these tools may be applied to social media data, to (1) profile egos and entities, (2) analyze groups, (3) explore metadata for latent public conceptualizations, (4) examine trending public issues, (5) delve into public concepts, (6) observe public events, (7) analyze brand reputation, and (8) inspect text corpora for emergent insights.