Conceptual Framework Model for Opinion Mining for Brands in Facebook Engagements Using Machine Learning Tools

George, Sneha Rose; Sujith Kumar, P.; George, Shine K.

The latest pandemic influenza has compelled many business organizations to develop social media marketing strategies. This paper proposes how Facebook can be used by companies for providing brand information and brand interactions at the time of global inflectional disease outbreak. The behavioral outcomes can be measured with the variables such as like, share, and comment. The abundant data which is available on Facebook is impossible to manage manually; therefore, the study also analyses the effective method of handling the big data with the help of machine learning techniques which is an effective approach for sentiment analysis. The paper at hand highlights the key findings and scope for further research.