Sentiment Analysis of Consumer Misbehavior via Apparel Tweets

Purpose: The purpose of this research is to explore the sentiments of the consumer misbehavior during a discounts sale event. Design/methodology/approach: By using the sentiment analysis technique, the current research explores the sentiments of the consumers through the tweets they tweeted during a sale event.  A total number of 489 tweets are downloaded out of which 222 tweets are found to have the expression of Neutral, 170 tweets with the Positive status, and 94 tweets are found to be Negative. Findings: The findings resulted in the emergence of five simulating factors of consumer misbehavior that aroused during the event and can cause problems for the retailers as well as other consumers. These five themes are: Superabundant, shortage of checkout counters, payment and delivery, violation of corporate social responsibility, and privacy violation. Research implications: This study contributes to the better understanding of the phenomenon consumer misbehavior from the perspective of the tweeters. Originality/value: This paper is one of the first and few that explores and analyze the perspective and sentiments of tweeters about the consumer misbehavior during a sales event.