2.

0 Sentiment Analysis

Consumers are constantly using social media platforms to provide companies with feedback and voice
their concerns around certain products. In a nutshell, sentiment analysis has to do with categorizing the
emotions of users as well determining if those emotion are positive, neutral or negative (Kyaw et al.,
2023). Companies use this analysis to understand the needs of their consumer and tailor solutions based
on those needs.

This section uses Trustpilot, Social Searcher, and Sentiment Viz to the study the reactions of users to the
content published by Google merchandise store, Vitra and Nike.

2.1 Trust Pilot

Figure 1: Google Merchandise Store

Figure 2: Vitra

Figure 3: Nike
Trust pilot is an online user review platform where customers can rate organizations from 1 to 5 stars
and leave positive or negative feedback about their experience (Trustpilot, 2023). From the above, Nike
has the highest number of user reviews, over 8k, of which 16% are 5 stars (positive reviews) and 73% are
1 star (negative reviews). The overall average number of reviews for Nike is 1.8. Meanwhile, Vitra has an
average rating of 2.6 which is the highest when compared to both Nike and Google merchandise store.
This indicates that to some extent, users were satisfied with the customer service they provide as well as
the quality of their product. Out of 24 users, 33% are positive and 50% are negative. Google
merchandise store has over 1k reviews and with a rating of 83%, most of the review were negative. This
was the least rated brand with an average rating 1.4. Most customer were frustrated with the service
and return policy of the store. Considering the global reach of this store, it is crucial to observe the
dissatisfaction rate of customers going forward.

2.2 Social searcher

Figure 4: Google Merchandise Store

Figure 5: Vitra

Figure 6: Nike

In identifying keywords for GMS, Vitra and Nike, none of the three brands had negative content words.
Google merchandise store most searched terms were merchandise, store, google map and travel. Most
of the data provided were travel related which shows that users were more inclined to use the store for
the purchase of travel clothing and gears. In order to capture market share and attract a diverse pool of
users, the brand should raise more awareness around its product offerings. The keywords identified by
Vitra were related to architecture and design. In addition, some keywords were not in English which
indicates that brand’s impact is felt on an international scale and more and more consumers around the
globe constantly source for their products. Lastly, the keywords identified by Nike were directly related
to apparels and distinguished the products based on colour and brand.

2.3 Sentiment Viz tool

Figure 7: Google Merchandise Store

Figure 8: Vitra

Figure 9: Nike

This tool identifies posts based on a provided keyword by visualizing and arranging sentiments according
to feelings and emotions (Sentiment Viz, 2023). From the results generated by Sentiment Viz, Google
merchandise store received the most posts. This shows that users value the brand and most posts made
by the store elicits feelings and emotions. Generally, the content put out by the store were relaxed and
calm while users responded by being either excited or alert. It is worth noting that despite the presence
of positive emotions, Google merchandise store received the most displeased reactions among all
competitors as some users showed bored and tensed sentiments towards the brand. Vitra’s contents
were neutral and evokes calm sentiments. They had lesser number of posts than Google’s merchandise
store. Also, among all the brands compared, Nike had the lowest number of posts. User’s reaction to
their posts were calm and the sentiments received by the brand were mostly positive. In summary , both
Google's merchandise store and Vitra received a wide range of emotions through their contents which
demonstrates their deep understanding of customers behavior.