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Text mining for the analysis of digital consumer behavior on Twitter Minería de texto para el análisis del comportamiento del consumidor digital en Twitter

Abstract:

The present work aims to characterize the behavior of the Ecuadorian digital consumer in social networks, for which it is proposed to analyze the comments of the tweets published by Ecuadorian companies that offer telecommunications services. The intense use of social networks by the Ecuadorian consumer, and the change in the business model in Ecuadorian businesses due to the health crisis, requires companies to develop digital marketing strategies, advertising or improve products and services they offer to satisfy the needs of the digital consumer. Within the activities, it is proposed to extractthe datathrough the accesstokens of the Twitter API, of the nine processes determined for the treatment of large volumes of data, only six processes that adapt to the requirement of data analysis will beused. In the Jupyter Notebook with the use of Python 3, a word frequency analysis is developed using automatic algorithms. The analyzed results will allow to show positive and negative characteristics of the consumer's interaction in social networksrelatedto the qualityofthe service.