Sentimental Analytics on Indian Big Billion Day of Flip Kart and Amazon

Abstract

Millennials are raised in a gadget-filled and highly networked marketing environment and received a great deal of attention from the marketers for being very optimistic and open to different digital products. Millennials look not for just products but a whole new customer experience while they shop online. The probability of winning millennial customer sentiment is logical if the marketer attempts behavioural marketing strategies through multiple online channels. Though there are many versions of the age group of millennials, they are dexterous in comprehending various interfaces and visual cues which enables the marketers reach out to them cost-effectively unlike interacting with Gen X and Y who need aggressive marketing communication. In this context, people-based personalised approach to attract the millennials becomes imperative as they demand a customized communication style. Moving from breaking the advertising clutter to popularizing a brand online, the marketers have come to a phase where they are forced to break the clutter to reconquer the millennial on digital podia. The paper involves the application of appropriate analytics-based statistical tools on primary data from the millennial samples to appreciate the effectiveness of such communication in establishing individual human connections on online selling e-marketers. Thus, based on 5000 twitters driven from Twitter platform a sentiment analytics results to explore that Amazon performed better than Flipkart during Big Billion Day Sales 2019 in India. For this text/opinion mining is performed on tweets extracted from on Tweeter platform. Further analysis also imbibed Fine-grained and Aspect based Sentiment Analysis along with Rule-based approach in sentiment analytics for better understanding of sentiments and emotions on online buying behaviour.