EMOTIONAL ASPECTS OF FACEBOOK TEXTUAL POSTS A FRAMEWORK FOR MARKETING RESEARCH

Social networks have contributed to the deviation from communication model represented by traditional media channels. Within web 2.0 paradigm, social networks enable users not only to passively receive information, but also to actively participate and provide useful feedback. Activity of social network users can be assessed from different perspectives - affective, cognitive or behavioural. The aim of presented paper is to evaluate affective aspects of communication in relation to commercial messages within the scope of sentiment analysis. The incentive for this area of interest lies in recent adjoining of new features to emotional scale on Facebook social network. In the research of Facebook posts from four monitored brands of non-alcoholic beverages we are applying sentiment analysis and extraction of sentiment from recently introduced Facebook Reaction scales in order to investigate similarity or dissimilarity of information obtained from these two social network communication tools with the emphasis on the detection of affective content in examined communication.