Boosting Institutional Identity on X Using NLP and Sentiment Analysis: King Faisal University as a Case Study

Khalied M. Albarrak () and Shaymaa E. Sorour
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Khalied M. Albarrak: Department of Management Information Systems, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Shaymaa E. Sorour: Department of Management Information Systems, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia

Mathematics, 2024, vol. 12, issue 12, 1-38

Abstract: Universities increasingly leverage social media platforms, especially Twitter, for news dissemination, audience engagement, and feedback collection. King Faisal University (KFU) is dedicated to enhancing its institutional identity (ID), grounded in environmental sustainability and food security, encompassing nine critical areas. This study aims to assess the impact of KFU’s Twitter interactions on public awareness of its institutional identity using systematic analysis and machine learning (ML) methods. The objectives are to: (1) Determine the influence of KFU’s Twitter presence on ID awareness; (2) create a dedicated dataset for real-time public interaction analysis with KFU’s Twitter content; (3) investigate Twitter’s role in promoting KFU’s institutional identity across 9-ID domains and its changing impact over time; (4) utilize k-means clustering and sentiment analysis (TFIDF and Word2vec) to classify data and assess similarities among the identity domains; and (5) apply the categorization method to process and categorize tweets, facilitating the assessment of word meanings and similarities of the 9-ID domains. The study also employs four ML models, including Logistic Regression (LR) and Support Vector Machine (SVM), with the Random Forest (RF) model combined with Word2vec achieving the highest accuracy of 100%. The findings underscore the value of KFU’s Twitter data analysis in deepening the understanding of its ID and guiding the development of effective communication strategies.

Keywords: Twitter; social media; Web 2.0; institutional identity (ID); natural language processing (NLP); sentimental analysis; categorization method (search for similar items in EconPapers)
JEL-codes: C (search for similar items in EconPapers)
Date: 2024
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