Sentiment analysis and social media data: enhancing digital marketing strategies through machine learning

Social media (SM) are useful platforms for consumers, company boosters, and entrepreneurs. Key business actors should comprehend consumer behavior and buying habits to generate consistent income and more engaged clients. Data regarding purchase intents and aspirations must be gathered using data mining methods to forecast the purchasing choices of buyers. The Waikato environment for knowledge analysis, or WEKA, is a novel method for creating a social media advertising strategy, and this research aims to investigate social media information insights and sentiment evaluation using machine learning technologies. Comparing WEKA to other techniques of attraction, it is discovered that WEKA operates better than the others, particularly when it comes to metrics like accuracy, remember, and F-measure.