1

Sentiment Analysis of Twitter Users on Data

Breaching in Different Organizations
(Student’s anonymous Z code here)
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serious ramifications for a company, including a

Abstract—Data breaches are a persistent
threat to businesses of all sizes. Even if the types loss in market value and large penalty fines. Firms
of breaches differ, the implications are the same.
must build a better user privacy programme to
This research examines data breaches that have
been made public and have resulted in the loss of overcome a security breach and limit its negative
a large number of individual records, as well as
implications, both as a responsibility check and as a
significant financial and technical implications.
As a result, data breaches are one of the most preventive approach against similar events.
typical problems for every business that interacts
This paper includes data breaches that have
with the public. Furthermore, because cyber
breaches are the most serious, this research occurred within businesses and the sentiment
concentrate our efforts on revealing the targeted
analysis on the tweets of the individuals after the
firms, such as Marriott, Chegg, T-Mobile, and
Under-Armor, as well as tracking how hackers' various organizations got breached. The major
interests change over time. The goal of this
method used here to discriminate between positive
research is to recognise and analyse emotions
expressed by individuals in tweets in order to and negative attitudes in text is unsupervised. The
make recommendations following a data breach.
key idea of unsupervised learning would be that no
This research developed a dataset comprising
text, user, and many other information by prior assumptions or constraints regarding the
collecting tweets and replies on some selected
output of variables fed into it are provided to the
themes. The dataset was also used to analyze
emotions in tweets and identify whether users' model; instead, researchers just enter the
tweets were positive, negative, or neutral.
preprocessed data and consider the model to train
Keywords— Data Breach, Unsupervised the data by itself.
Sentiment Analysis, Hacking Breaches,
This is very useful in the dataset which has been
Organizations, word2vec.
provided here as it is the unlabeled dataset.

I. INTRODUCTION

Data breaches are defined as illegal or unintentional

disclosure by businesses that result in exposure of
personally identifiable information (PII) of users,
such as social security numbers (SSNs)
II. LITERATURE REVIEW

and credit/debit card data. A data breach can have As technology progresses and information storage
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becomes digital, organisations are swiftly changing

from a sourcing model to a value-based one, while
keeping client wants in mind. Businesses are known
to gather and analyse personally identifiable
information (PII) from customers, like purchasing
patterns, surfing habits, credit card details, and
security numbers (SSNs), and then use this data to
present customers with personalized promotions [1].
Consumers' privacy was affected by data breaches,
which has a massive effect on their confidentiality
decisions . Consumers who had their personal
information stolen expressed their dissatisfaction
with the compromised firm, citing fears that their
privacy had been abused [2] According to research,
as a result of the compromised firm's lack of faith,
these affected clients switched to other competitive
organisations (Choi et al., 2016). According to the
research Conducted by the Philippine Institute, data
breaches cost impacted organisations around
$3 million and resulted in a 5% drop in stock
prices , as well as users ending partnerships with the
companies involved and shifting to those with
superior security measures. In brief, the exploitation
of users' PII and the subsequent data breach foretold
major implications for the companies involved [3].
According to scientific studies, when the data
breach was imminent, financial markets responded
negatively, lowering the valuation of the breached
firm and, as a result, the wealth of its shareholders
[4]. Businesses face considerable challenges as a
result of data breaches or the prospect of a data
breach. Illegal access to the confidential data or the
unintentional disclosure of confidential information
data could have catastrophic consequences. Fines
2
may be enforced as a consequence of compliance
issues, customer legal action, increased security
costs, and a lack of consumer faith [5]. According
to a recent poll, the cost of a data breach is
continuing to rise. When it was discovered that
sensitive data had been lost, organisations were hit
with hefty fines. According to Hovav & D'Arcy et
al[6], based on whether business was an e-tailer or
not, the businesses responded significantly to
breach notices. After announcing a data breach,
businesses lose 2.1 percent of their market share
[7].In the investigation conducted by Ga Shankar
and Mohammed (2020), they discovered two
potentially dangerous data breaches at Choice Point
and TJX. They believe that when developing
organisational privacy policies, companies should
think about ethical duties[8].
III. METHODOLOGY
For this analysis, the researchers took the twitter
data of the individuals of the four organizations data
breach: (1) the Chegg data breach, (2) the Marriott
data breach, (3) the Under Armor data breach, and
(4) the T-Mobile data breach.
In the dataset, the researchers used Word2vec, tfidf
weighting, and KMeans clustering. Unsupervised
sentiment analysis was performed using word
embeddings learned for the current dataset which
used gensim's Word2Vec method implementation.
A. Chegg Data Breach
Chegg informed the SEC of a security issue
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affecting more than 40 million users. The attacker Unsupervised sentiment analysis was performed
was able to obtain email id, names and password of using word embeddings trained for the provided
the users & shipping addresses. dataset using gensim's Word2Vec framework, and

B. Marriot Data Breach
Hackers gained access to many of Marriott's hotel
reservation systems for four years, disclosing the
travel plans, user names, contact number, email,
passport number, D.O.B, and gender of 500 million
people. Some victims' payment card information
and expiration dates were also stolen.
C.T-Mobile Data Breach
According to T-Mobile, more than 2 million
people's information may have been accessed. T-
Mobile notified affected customers via text message
that hackers had acquired to the user name, ZIP
codes, contact numbers, mail id, type of account
and account data.
the results are shown below. The main processes
were detecting negative and positive clusters in
word vector space using sklearn's version of the
KMeans clustering method, this was then used to
convert each statement into a vector of sentiment
scores for every word or phrase. The second vector
for a given sentence was created by replacing all of
the terms in the sentence with their associated tfidf-
scores. For each sentence, the resulting prediction
was generated as a dot product of these two vectors;
If the vector sum appeared to be positive, the
overall sentiment was assumed positive; if the
vector sum appeared to be negative, the overall
emotion was considered negative.
A. Chegg Data.

D.UnderArmour Data Breach Table 1. Confusion Matrix for Chegg Tweets

Under Armour notified customers in 2018 that

MyFitnessPal data breach had occurred, impacting
150 million accounts. Under Armour didn't spare
any time in informing authorities and customers.
Table 2. Model Scores
Cybersecurity experts protected the app and are
always on the lookout for any strange or suspicious
activities. They also demanded that every user
update their password.

B. Marriot Data

IV. RESULTS AND ANALYSIS Table 3. Confusion Matrix for Marriot Tweets

The Word2Vec method, KMeans clustering, and

tfidf weighting were used to analyse the dataset.
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Table 4. Model Score Table 8. Model Score

Since the categories in the dataset were

considerably uneven, the chosen metrics for
measuring model performance were accuracy,
recall, & F-score; nevertheless, the dataset was very
C.T-Mobile Data
skewed that this study should have generated a
Table 5. Confusion Matrix for T-Mobile Tweets metric that penalised this mismatch even more. The
model, as it ended up, had a precision of 0.99 for
almost all of the businesses, indicating that it was
quite good at discriminating negative emotion data
Table 6. Model Score (the model basically never confused negative
observations with positive observations). One could
make the argument that it must have since it had
few negative observations and they potentially
differs considerably yet most from the other ones ,
and this is slightly correct; even so, if you take into
account that the models also attained nearly
80 percent recall (which implies that majority of 80
percent among all positive findings in the sample
were properly identified as positive) in almost all of
the organisations, it may illustrate that it also
learned a few things, and didn't just divided the
information in half, with negative data.
D.Under Armour Data

Table 7. Confusion Matrix for Under Armour Tweets

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V. CONCLUSION REFERENCES
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researchers observed that Unsupervised approach
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ACKNOWLEDGMENT
This research was partially supported by Mr.s
Reezu Nandi. I thank my colleagues from
PaperPedia who provided his insight in this
research, although he may not agree with all of the
interpretations/conclusions of this paper.
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