EMOTION DETECTION ON KENYAN TWEETS USING EMOTION ONTOLOGY
DOI:
https://doi.org/10.47672/ejt.385Keywords:
hash tag, emoji, GIF's, adjective, emotion ontologyAbstract
Purpose: The purpose of the study was emotion detection on Kenyan tweets as a powerful tool in detecting and recognizing the various feelings among netizens and provide critical analytics that can be used in various platforms for decision making.
Methodology: This research study adopted a descriptive research design approach. The researcher preferred this method because it allowed an in-depth study of the subject. The target population will be twitter account holders with twitter followers ranging between 100,000 up to 2000, 000 in Kenya. Data was analyzed using descriptive and inferential statistics. The study will employ a census approach to collect data from the respondents hence no sampling techniques will be used. According to Larry (2013) a census is a count of all the elements in a population. The sample size will be the 150 respondents .Quantitative data was analyzed using multiple regression analysis. The qualitative data generated was analyzed by use of Statistical Package of Social Sciences (SPSS) version 20.
Results: The response rate of the study was 64%.The findings of the study indicated that hashtags, emojis, GIF's and adjectives have a positive relationship with emotion detection in Kenya.
Conclusion: R square value of 0.715 means that 71.5% of the corresponding categorization in emotion ontology can be explained or predicted by (hashtags, emojis, GIF's and adjectives) which indicated that the model fitted the study data. The results of regression analysis revealed that there was a significant positive relationship between dependent variable and independent variable at (β = 0.715), p=0.000 <0.05).
Policy recommendation: Finally, the study recommended that twitter account holders should embrace various emotion detecting platforms so as to improve how they articulate issues and further researches should to be carried out in other social media platforms to find out if the same results can be obtained.
Downloads
References
Boyd, D. M., & Ellison, N. (2012). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.
Boyd, D., & Ellison, N. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 1(3), 210-230.
CCG (2010). National Social Media Developments Report on Structures and Reforms. Nairobi: Centre for Corporate Governance.
Collins, I. (2015). Common Uses for Social Networking and the effect on your target audience. RetrievedFebruary4,2018,fromww.blogussion.com:http://www.blogussion.com/general/uses-social-networking/
Deloitte (2012). Strategic Review of Social Networking in Kenya. Nairobi: International finance Corporation-World Bank Group Press. Retrieved February 2018
Ellison, B., Steinfield, C., & Lampe, C. (2012). The benefits of Facebook "friends:" Social capital and college students' use of online social network sites. Journal of Computer Mediated Communication, 2(4), 10-24.
Enge, E. (2014). Twitter Engagement Unmasked: A Study of More than 4M Tweets in Uganda. RetrievedAugust20,2017,fromwww.stonetemple.com:https://www.stonetemple.com/twitter-engagement-umasked/
Evans, D. (2012). Social Media Marketing: An Hour a Day. Indiana: John Wiley & Sons.
Ito, M., Baumer, S., & Bittanti, M. (2009). Hanging out, messing around, and geeking out: Kids living and learning with new media. Cambridge, MA: MIT Press
Kemp, E., Bui, M., & Chapa, S. (2012). The role of advertising in consumer emotion management. International Journal of Advertising, 31(2), 339-353.
Kemp, S. (2015). Digital, Social & Mobile Worldwide in 2015. Retrieved July, 2017, from www.wearesocial.net:http://wearesocial.net/blog/2015/01/digital-social-obileworldwide-2017
Kenya Institute for Public Policy Research and Analysis. (2013). Kenya Social Networking Report. Nairobi: KIPPRA
Larry, H. (2013). Advanced Statistics in Research: Reading, Understanding, and Writing Up Data Analysis Results. Publisher: Shadow Finch Media LLC.
Madge, C., & Hooley, T. (2009). Facebook, social integration and informal learning at university: "˜It is more for socializing and talking to friends about work than actually doing work. Learning, Media and Technology, 34(2), 141-155.
Madowo, L. (2015). Activism in the digital age: Tweet, tweet and retweet. Retrieved January 27, 2018, from Daily Nation: http://www.nation.co.ke/lifestyle/DN2/Activism-in-the-digital-age-Tweet-tweet-andretweet-/-/957860/2602904/-/13nabapz/-/index.html
McQuail, D. (2010). McQuail's Mass Communication Theory. London: Sage Publications.
Merriam, S. B. (2011). Qualitative research and case study applications in education. San Francisco: Jossey-Bass.
Miseda, K. O. (2012). The Effectiveness of social media advertising on college going social network site users: A survey of the University of Nairobi students, M.A Dissertation, University of Nairobi
Mugenda, O., & Mugenda, A. (2014). Research methods quantitative and qualitative approaches. Nairobi: Acts Press.
Mungai, R., & Omondi, B. (2014). Kenyan youth spending a fortune on social media. Retrieved March 2, 2017, from The Star: http://www.the-star.co.ke/news/article-155927/kenyan-youth-spending-fortune-socialmedia# sthash.hpEQ3FEX.dpuf
Neuman, W.L. (2010). Social Research Methods: Qualitative and Quantitative Approaches (Fourth Edition ed.) Boston.
Ngechu, M. (2009). Understanding the Research Process and Methods. An Introduction to Research Methods. Acts press, Nairobi.
Njoroge, R. (2013). Impact of social media among the youth on behavior change: A case study of university students in selected universities in Nairobi, Kenya, M.A Dissertation, University of Nairobi
Noor Al-Deen, S. H., & Hendricks, J. S. (2013). Social Media: Usage and Impact. UK: Lexington Books.
Ochman, B. L. (2012). Why Twitter Is a Better Brand Platform Than Facebook: Ten Reasons Twitter Will Be Huge For Business in Tanzania. Retrieved March 3, 2018, from www.adage.com:http://adage.com/article/digitalnext/twitter-a-brand
OECD (2012). Actualizing Organizational Memory with Information Systems", Information Systems Research, Pearson Education Limited, Essex
Orodho, A. J. (2009). Research Methods. Nairobi: Kenyatta University Institute of Open Learning.
Oso, Y., & Onen, D. (2010). A general Guide to Writing Research Proposal and Report. Kisumu: Options Printers and Publishers.
Paek, H., & Pan, Z. (2014). Spreading Global Consumerism: Effects of Mass Media and Advertising on Consumerist Values in China. Mass Communication and Society, 7(4), 491-515.
Patron, M. (2012). Qualitative Research and Evaluation Method (3ed.). London: Sage Publication Performance.
Pigato, M. A. (2011). Information and Communication Technology, Poverty, and Development in
Staff, D. T. (2014,). The History of Social Networking. Retrieved January 30, 2017, from www.digitaltrends.com:http://www.digitaltrends.com/features/the-history-ofsocial-networking/
Subrahmanyam, K., & Greenfield, P. (2012). Online communication and adolescent relationships. The Future of Children, 18(1), 119-146.
Transparency International (2010). Kenya Social Media Networking Survey. Nairobi.
Tungate, M. (2012). A global history of social media. South Africa: Kogan Page Limited.
USAID (2012). Selecting and implementing appropriate social media systems for public sector: Deliver Project, USAID
Wamathai, J. (2014). How the #MyDressMyChoice protest went down. Retrieved January 29, 2017, from www.hapakenya.com:
Wenger, E., White, N., & Smith, J. D. (2009). Digital Habitats: Stewarding Technology for Communities. Portland: CPsquare.
Willis, T.J. (2010). A PhD Dissertation on An Evaluation of the Technology Acceptance Model as a Means of Understanding Online Social Networking Behavior
World Bank (2010). World Economic Forum. Global Social Media Report. World Bank"˜s Logistics Performance Index (LPI) Measuring Logistics Performance
Downloads
Published
How to Cite
Issue
Section
License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
