The Internet is a vast virtual platform for personal opinion expression and sharing, impacting many facets of life and having implications for both marketing and communication. User-posted data on internet has become an important source of information, Because of its vast volume It is not possible to manually analyze such a massive volume of user generated data. In order to examine such textual data, sentiment analysis is necessary. Sentiment analysis (SA) recognizes the polarity of the text, classifies this textual data into positive, negative, and neutral. This paper examines and discusses a number of sentiment analysis methods employed to develop a comprehensive understanding of their strengths and limitations.