Análisis de sentimiento en las redes sociales de las universidades de Cuenca

Abstract

The present research presents a sentiment analysis study to understand the state of the Facebook and Instagram social media of the universities in the city of Cuenca in the period March-August 2023, analyzing the level of interaction of each of them with their followers. Taking as a focus the analysis of the main variables related to interaction, establishing a level of engagement and participation of users, comparing performance indicators. Based on performance indicators, it was found that the university with the highest engagement rate with its followers on Facebook is the Catholic University of Cuenca, and in turn, the University of Cuenca is the one that interacts best with its followers on Instagram. Based on the analysis of the comments on the pages, it was found that the universities have a high degree of acceptance and loyalty.