Do You Feel Me? Exploring Reception of Advertising Emotions by Consumers

Social media platforms are used to measure the content popularity among the user based on their comments on the post content. Marketers often use these social media platforms to communicate with the audience and disseminate their marketing message in a most effective and efficient way. In this research, sports advertisement discussions have been extracted from Reddit and a sentiment analysis has been conducted on the message posted by an author and response received by the users. The study uses Python based algorithms for the analysis of the sentiments and to explore the emotional or sentimental relationship between authors ‘post and user’ comment and to understand the user comments behavior based on post sentiments.