AI-Based Sentiment Analysis of E-Commerce Customer Feedback: A Bilingual Parallel Study on the Fast Food Industry in Turkish and English

Abstract

Across digital platforms, large-scale assessment of customer sentiment has become integral to brand management, service recovery, and data-driven marketing in e-commerce. Still, most studies center on single-language settings, with bilingual and culturally diverse environments receiving comparatively limited attention. In this study, a bilingual sentiment analysis of consumer feedback on X (formerly Twitter) was conducted for three global quick-service restaurant (QSR) brands—McDonald’s, Burger King, and KFC—using 145,550 English tweets and 15,537 Turkish tweets. After pre-processing and leakage-safe augmentation for low-resource Turkish data, both traditional machine learning models (Naïve Bayes, Support Vector Machines, Logistic Regression, Random Forest) and a transformer-based deep learning model, BERT (Bidirectional Encoder Representations from Transformers), were evaluated. BERT achieved the highest performance (macro-F1 ≈ 0.88 in Turkish; ≈0.39 in temporally split English), while Random Forest emerged as the strongest ML baseline. An apparent discrepancy was observed between pseudo-label agreement (Accuracy > 0.95) and human-label accuracy (EN: 0.75; TR: 0.49), indicating the limitations of lexicon-derived labels and the necessity of human validation. Beyond methodological benchmarking, linguistic contrasts were identified: English tweets were more polarized (positive/negative), whereas Turkish tweets were overwhelmingly neutral. These differences reflect cultural patterns of online expression and suggest direct managerial implications. The findings indicate that bilingual sentiment analysis yields brand-level insights that can inform strategic and operational decisions.