A New Sentiment Analysis Methodology for Football Game Matches Utilizing Social Networks and Artificial Intelligence Techniques

This article presents a sentiment analysis using data from X social media platform (Twitter) using artificial intelligence techniques. Two artificial intelligence techniques perform sentiment analysis: i) bag of words and ii) computer vision. The first is used for Natural Language Processing (NLP) and sentiment identification, while the second is for computer-based emotion identification in photographs or frames. The proposed methodology is applied to the soccer match between the Querétaro White Roosters and the Atlas Football Club in Guadalajara, Mexico. The study case involves 2,000 tweets from the March 5, 2022, soccer match, collected from Twitter, and 200 photographs/images taken on the game day. The experimental analysis examined data by NLP in R language and computer vision using DeepFace. Results indicate negative sentiment perceptions with similar percentages of 74% for NLP and 81% for DeepFace, with an average negative perception of 77.5%.