Social Media Analysis of Customer Emotions in Pizza Industry

Abstract In current century, big number of people adopting social media very fastly because social media is very reliable, fast and easy to use. So, many big industries adopting social media also, like Facebook to analyze their customers’ reviews, analyze customers’ emotions and to understand their behavior, which is very helpful in providing facilities to customers. Nowadays bulk of data available is on social media. To increase competitive benefits and assess competitive environment of industries, companies need to analyze social media data as well as customer generated data. To guide large industries in understanding how they may use social media to understand customer emotion and use social media marketing approaches into their marketing strategies to get customer engagement. This paper describes in-depth analysis of pizza industry of United Kingdom to understand their customers’ emotions and get data for analysis from Facebook. We are using January 2018–December 2018 data of five largest pizza chains in United Kingdom: Papa John, Prezzo, Pizza Express, Pizza Hut and Dominos. The results disclose the power of sentimental analysis and social media competitive analysis will put positive impact on business value. At the end of this paper we will provide some recommendations to enhance marketing strategies.