Dian Kurnianingrum, Isma Addi Jumbri, Mila Andria Savitri, Nugraha Nugraha, Disman Disman, Rachel Monica
This research analyzes the positive sentiments in Mandiri Sekuritas's tweets over the past year. Using sentiment analysis and topic modeling, we identified the main themes in these positive tweets and examined how sentiment varies across different topics. The study reveals common themes such as settling issues, building friendships, making investments, gaining financial benefits, and engaging in promotions and transactions. The research also highlights differences between 2022 and 2023, with 2022 focusing more on the stock market and 2023 emphasizing social connections and buying opportunities. One major limitation of the study is that it relies heavily on keyword frequency, which can miss deeper context and nuances. Additionally, the dataset is limited to a specific time frame and platform, potentially not representing the broader communication strategies of Mandiri Sekuritas. Future research should include more diverse social media platforms and time periods, then combine qualitative and quantitative methods to better understand the company's social media strategy. © 2024 IEEE.
Entrepreneurship Department, Bina Nusantara University, Jakarta, Indonesia; Faculty of Technology Management & Technopreneurship, Universiti Teknikal Malaysia Melaka, Melaka, Malaysia; Interior Design Department, Bina Nusantara University, Jakarta, Indonesia; Management Department, Universitas Pendidikan Indonesia, Bandung, Indonesia
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