Using sentiment analysis to measure emotional toxicity of social media data during the COVID pandemic

Abstract

The current health pandemic has altered the world’s emotional state via imposed social distancing restrictions, quarantines, illness, anxiety, depression, death, layoffs, and organization closures. The pandemic has prompted a societal change which accelerated the digital transformation of communication and social media usage for customers and organizations. This study’s purpose endeavors to conduct a qualitative analysis of the subjective nature and changes in toxicity of social media posts, before and during COVID-19. The research methodology uses Microsoft Azure Learning and Microsoft Excel Add-In to conduct a sentiment analysis of one company’s social media posts and compare end-users’ emotional state and toxicity of comments, before and during the pandemic. The results may assist companies with additional tools to understand the subjective nature of social media posts and improve business decision making. Educators and researchers may apply this technique to other business functions and challenges.