In a world of ever-increasing microblogs, the opinions, preferences, support, frustration, anger and other emotions of people regarding various events and individuals, surface in varied ways on social media. The purpose of this research is to find those hidden patterns in raw data, which can explain meaningful insights about its creation, the groups of people who created them and their sentiments which led to the generation of such data. Sentiment analysis has always been an effective methodology for discovering emotion and bias towards or against a situation, topic, thought or initiative and finding other meaningful insights from unstructured data. In this research, we attempted a type of document clustering wherein we attempted to classify the sentiments of the citizens of India as they micro-blogged their opinions, thoughts, views and ideas during the implication of the Citizenship Amendment Act (CAA) on the social networking site, Twitter. By analyzing the tweets of 13,000 twitter users during a specific timeline during which the discussion regarding the CAA was at its peak, we analyzed the sentiment of those twitter users by clustering their tweets (documents) into four sentiment groups with the help of Latent Dirichlet Allocation (LDA) which is an important tool for topic modelling in the domain of sentiment analysis. Using political ritual theory, the present paper examines the sentiments of people who tweeted during a protest in India. After the classification, our research also maps the online political behaviour of these 13,000 social media participants to the postulates of political ritual theory which is explained by previous research regarding the behaviour of physically co-existing political participants and also justifies this display of various sentiments regarding the CAA in the footsteps of political rituals.
With time, advent in technology and a sharp increase in internet penetration in India, there has been a dramatic change in the way we use social media from merely utilizing it for entertainment to businesses. As things currently stand in India, we cannot subvert and ignore the significant role social media is playing in developing and promoting the businesses. Consequently, the organizations either big or small trying to maintain their online presence over the various social media platforms in order to create customer base or communities across the platforms, brand awareness, customer engagement, promotions, and expanding their customer reach hence try to understand the various insights related to customer behaviour. For managing social media profile for an organization, a particular designation is purported as "Social Media Manager". In today's scenario with every company going digital, the requirement for social media managers has spiked in the last half-decade in every sector. As we go deeper, various questions arise then: what skillsets and prerequisite do a Social media manager requires? What specifically Social media manager do? To gain a better insight into current Social media manager status, our study reports on results obtained by performing content analysis over 200 Indian market job advertisements entailed "social media manager" keyword in the job title. Our finding indicates that there is an evolving requirement of Social media managers with great emphasis on Social media analytical skills followed by strategizing and promotional skills. Besides, customer management and content management also seem to be in demand. These findings may be valuable for fine-tuning Social media manager workability and also updating educational courses according to the current market trends.
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