Brand Perception Analysis

Group Assignment

Group 10

Prepared By:
Kritima Upadhyay,
Prajakta Vast,
Surbhi Rane,
Supriya Kadam

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Brand Perception Analysis:
Brand: Kia Motors
Kia Motors Corporation, commonly known as Kia Motors is a South Korean multinational automotive
manufacturer headquartered in Seoul. It is South Korea's second-largest automobile manufacturer
following the Hyundai Motor Company.

According to Kia Motors, the name "Kia" derives from the Sino-Korean characters "ki" (起, "to arise")
and "a" (亞, which stands for (East) Asia); it is roughly translated as "Rising from the East."(Wikipedia).

Brand perception is a special result of a consumer’s experiences with a brand. The purpose of this report
is to find image and awareness of the brand among the consumers, what they really think and feel about
#Kia_Motors as a brand.

For this we collected data from twitter for brand perception and sentiment analysis.

1. Extract Data from Twitter:

2.Read the csv file and analyze data frame

Reading “KiaMotorstweets.csv” file

There are total 1000 no of tweets and 17 attributes in the data frame which includes global tweets for
Kia_Motors.

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Structure of Data Frame:

Before cleaning the data for analysis, let’s first change the format of date and text columns. Text column
might contain numbers, hash tags and other regular expressions converting them all to character value
making easy for corpus to read.

Summary of Data Frame:

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2.Cleaning Tweets:
Preprocessing or Cleaning the text can dramatically improve the performance of the Bag of Words
method.

The basic approach to deal with this is to remove everything that isn’t a standard number or letter. We
will remove all punctuations, digits, URLs and stop words.We will change the case of the word to
lowercase so that same words are not counted as different because of lower or upper case .

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3.Get Sentiment for Tweets:
After cleaning of tweets, we will send text to the get_sentiment function which will asses the sentiment

of each word or sentence.

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4.Create Band Corpus:
Corpus is a collection of text document over which we would apply text mining or natural language
processing routines to derive inferences. R programming uses the term to encompass a set of texts
considered similar.

VCorpus in tm refers to "Volatile" corpus which means that the corpus is stored in memory and would
be destroyed when the R object containing it is destroyed.
In this, we will use VCorpus() in corpus package is a function to create collection of text for text mining.

5.WordCloud:
We will create a word cloud to better visualize the data. For this we will use package “wordcloud”.

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6.Text Normalization: The process of normalization broadly refers to the transformation of words
into a more uniform form.

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7.Build a term-document matrix and Explore frequent terms:
After we have preprocessed or cleaned our data, we will extract the word frequencies in the text. The
tm package provides a function called TermDocumentMatrix that generates a matrix where it will counts
of how many times that word appeared in each document.

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Find the terms used most frequently:

8. Build a CART model:

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9.Build a random Forest:

10. Build a naiveBayes model:

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Call:
naiveBayes.default(x = szNB, y = szLables)

A-priori probabilities:
szLables
Negative Neutral Positive
0.168 0.594 0.238
Conditional probabilities:
back
szLables No Yes
Negative 0.988095238 0.011904762
Neutral 0.993265993 0.006734007
Positive 0.991596639 0.008403361

custom
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.996632997 0.003367003
Positive 0.978991597 0.021008403

kia
szLables No Yes
Negative 0.8928571 0.1071429
Neutral 0.2929293 0.7070707
Positive 0.6932773 0.3067227

anyplay
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.93277311 0.06722689

big
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.93277311 0.06722689

fantasi
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.93277311 0.06722689

fantasyand
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.93697479 0.06302521

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 get
szLables No Yes
Negative 0.976190476 0.023809524
Neutral 0.996632997 0.003367003
Positive 0.911764706 0.088235294

pick
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.996632997 0.003367003
Positive 0.932773109 0.067226891

play
szLables No Yes
Negative 0.970238095 0.029761905
Neutral 0.998316498 0.001683502
Positive 0.911764706 0.088235294

point
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.928571429 0.071428571

tonight
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.93277311 0.06722689

homeless
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.994949495 0.005050505
Positive 0.974789916 0.025210084

one
szLables No Yes
Negative 0.654761905 0.345238095
Neutral 0.993265993 0.006734007
Positive 0.978991597 0.021008403

promis
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008

yard
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008

win
szLables No Yes
Negative 0.98214286 0.01785714
Neutral 1.00000000 0.00000000
Positive 0.91596639 0.08403361

winner
szLables No Yes
Negative 1.00000000 0.00000000

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 Neutral 1.00000000 0.00000000
Positive 0.96638655 0.03361345

america
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.996632997 0.003367003
Positive 0.932773109 0.067226891

deliv
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.998316498 0.001683502
Positive 0.983193277 0.016806723

motor
szLables No Yes
Negative 0.92261905 0.07738095
Neutral 0.30976431 0.69023569
Positive 0.79411765 0.20588235

three
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.991582492 0.008417508
Positive 0.987394958 0.012605042

today
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.974789916 0.025210084

carlow
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000

check
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.989898990 0.010101010
Positive 0.995798319 0.004201681

dooley
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000

financ
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.989898990 0.010101010
Positive 1.000000000 0.000000000

per
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000

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 rio
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.986531987 0.013468013
Positive 0.995798319 0.004201681

select
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000

stonic
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000

week
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.988215488 0.011784512
Positive 0.991596639 0.008403361

now
szLables No Yes
Negative 0.988095238 0.011904762
Neutral 0.998316498 0.001683502
Positive 0.941176471 0.058823529

call
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.994949495 0.005050505
Positive 0.987394958 0.012605042

make
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.994949495 0.005050505
Positive 0.991596639 0.008403361

top
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.998316498 0.001683502
Positive 0.978991597 0.021008403

game
szLables No Yes
Negative 0.91666667 0.08333333
Neutral 0.93097643 0.06902357
Positive 0.89075630 0.10924370

just
szLables No Yes
Negative 0.976190476 0.023809524
Neutral 0.991582492 0.008417508
Positive 0.978991597 0.021008403

cant
szLables No Yes
Negative 0.982142857 0.017857143

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 Neutral 0.994949495 0.005050505
Positive 0.995798319 0.004201681

realli
szLables No Yes
Negative 0.98214286 0.01785714
Neutral 1.00000000 0.00000000
Positive 0.98739496 0.01260504

dont
szLables No Yes
Negative 0.976190476 0.023809524
Neutral 0.998316498 0.001683502
Positive 0.978991597 0.021008403

pleas
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96638655 0.03361345

think
szLables No Yes
Negative 0.982142857 0.017857143
Neutral 0.994949495 0.005050505
Positive 0.995798319 0.004201681

world
szLables No Yes
Negative 0.988095238 0.011904762
Neutral 0.994949495 0.005050505
Positive 0.995798319 0.004201681

still
szLables No Yes
Negative 0.976190476 0.023809524
Neutral 0.996632997 0.003367003
Positive 0.991596639 0.008403361

great
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.994949495 0.005050505
Positive 0.978991597 0.021008403

contact
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97058824 0.02941176

open
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.95378151 0.04621849

thank
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513

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 like
szLables No Yes
Negative 0.98214286 0.01785714
Neutral 1.00000000 0.00000000
Positive 0.96638655 0.03361345

car
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.993265993 0.006734007
Positive 0.945378151 0.054621849

give
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.994949495 0.005050505
Positive 0.962184874 0.037815126

first
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.998316498 0.001683502
Positive 0.970588235 0.029411765

via
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.998316498 0.001683502
Positive 0.974789916 0.025210084

come
szLables No Yes
Negative 0.988095238 0.011904762
Neutral 0.996632997 0.003367003
Positive 0.983193277 0.016806723

will
szLables No Yes
Negative 0.98214286 0.01785714
Neutral 1.00000000 0.00000000
Positive 0.92857143 0.07142857

good
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008

new
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96638655 0.03361345

segment
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97058824 0.02941176

capit
szLables No Yes
Negative 1.00000000 0.00000000

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 Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008

player
szLables No Yes
Negative 0.97619048 0.02380952
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008

can
szLables No Yes
Negative 0.660714286 0.339285714
Neutral 0.993265993 0.006734007
Positive 0.995798319 0.004201681

kianow
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.994949495 0.005050505
Positive 0.957983193 0.042016807

andhra
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

asian
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

copypast
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

disput
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

govt
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

hai
szLables No Yes
Negative 0.95833333 0.04166667
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

kiya
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

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 kya
szLables No Yes
Negative 0.95833333 0.04166667
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

neither
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

nikkei
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

pradesh
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

reviewpadh
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

accept
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513

applic
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513

award
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513

inc
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513

ofar
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513

scholarship
szLables No Yes
Negative 1.00000000 0.00000000

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 Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513

student
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008

charli
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98821549 0.01178451
Positive 1.00000000 0.00000000

speechless
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000

argu
szLables No Yes
Negative 0.6666667 0.3333333
Neutral 1.0000000 0.0000000
Positive 1.0000000 0.0000000

fact
szLables No Yes
Negative 0.672619 0.327381
Neutral 1.000000 0.000000
Positive 1.000000 0.000000

mean
szLables No Yes
Negative 0.666666667 0.333333333
Neutral 0.331649832 0.668350168
Positive 0.995798319 0.004201681

ufac
szLables No Yes
Negative 0.6666667 0.3333333
Neutral 1.0000000 0.0000000
Positive 1.0000000 0.0000000

undisput
szLables No Yes
Negative 0.6666667 0.3333333
Neutral 1.0000000 0.0000000
Positive 1.0000000 0.0000000

well
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.94957983 0.05042017

feel
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.998316498 0.001683502
Positive 0.970588235 0.029411765

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 buy
szLables No Yes
Negative 0.988095238 0.011904762
Neutral 0.998316498 0.001683502
Positive 0.987394958 0.012605042

believ
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.962184874 0.037815126

connect
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97058824 0.02941176

lucki
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96638655 0.03361345

offici
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.970588235 0.029411765

statement
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008

strengthen
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008

transpar
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008

love
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.94957983 0.05042017

sorento
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.996632997 0.003367003
Positive 0.987394958 0.012605042

much
szLables No Yes
Negative 0.988095238 0.011904762

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 Neutral 0.998316498 0.001683502
Positive 0.987394958 0.012605042

end
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.996632997 0.003367003
Positive 0.978991597 0.021008403

may
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.978991597 0.021008403

india
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.994949495 0.005050505
Positive 0.987394958 0.012605042

experi
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.998316498 0.001683502
Positive 0.978991597 0.021008403

egungun
szLables No Yes
Negative 1.0000000 0.0000000
Neutral 0.3333333 0.6666667
Positive 1.0000000 0.0000000

fill
szLables No Yes
Negative 1.0000000 0.0000000
Neutral 0.3333333 0.6666667
Positive 1.0000000 0.0000000

garag
szLables No Yes
Negative 1.0000000 0.0000000
Neutral 0.3333333 0.6666667
Positive 1.0000000 0.0000000

kiaful
szLables No Yes
Negative 1.0000000 0.0000000
Neutral 0.3333333 0.6666667
Positive 1.0000000 0.0000000

masquerad
szLables No Yes
Negative 1.0000000 0.0000000
Neutral 0.3333333 0.6666667
Positive 1.0000000 0.0000000

janko
szLables No Yes
Negative 0.92261905 0.07738095
Neutral 0.96464646 0.03535354
Positive 0.94117647 0.05882353

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 won
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.978991597 0.021008403

againstlec
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.94276094 0.05723906
Positive 0.93277311 0.06722689

inwin
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.94276094 0.05723906
Positive 1.00000000 0.00000000

yourplay
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.94276094 0.05723906
Positive 0.93277311 0.06722689

mvp
szLables No Yes
Negative 0.97023810 0.02976190
Neutral 0.98989899 0.01010101
Positive 0.97899160 0.02100840

insan
szLables No Yes
Negative 0.96428571 0.03571429
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000

cap
szLables No Yes
Negative 0.97023810 0.02976190
Neutral 0.97979798 0.02020202
Positive 1.00000000 0.00000000

vote
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.97979798 0.02020202
Positive 0.97899160 0.02100840

wunder
szLables No Yes
Negative 0.91666667 0.08333333
Neutral 0.96296296 0.03703704
Positive 0.97058824 0.02941176

perkz
szLables No Yes
Negative 0.98809524 0.01190476
Neutral 0.98653199 0.01346801
Positive 0.98739496 0.01260504

liter
szLables No Yes
Negative 0.928571429 0.071428571

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 Neutral 0.994949495 0.005050505
Positive 0.995798319 0.004201681

rob
szLables No Yes
Negative 0.8988095 0.1011905
Neutral 1.0000000 0.0000000
Positive 1.0000000 0.0000000

wtf
szLables No Yes
Negative 0.934523810 0.065476190
Neutral 0.998316498 0.001683502
Positive 1.000000000 0.000000000

steal
szLables No Yes
Negative 0.94047619 0.05952381
Neutral 1.00000000 0.00000000
Positive 0.98739496 0.01260504

baron
szLables No Yes
Negative 0.940476190 0.059523810
Neutral 1.000000000 0.000000000
Positive 0.991596639 0.008403361

carri
szLables No Yes
Negative 0.970238095 0.029761905
Neutral 0.998316498 0.001683502
Positive 0.991596639 0.008403361

troll
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.986531987 0.013468013
Positive 0.987394958 0.012605042

finn
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.978991597 0.021008403

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