engleski

Evaluation in public relations - sentiment and social media analysis of Croatia Airlines

This paper is focused on evaluation in public relations and the use of sentiment analysis tools. The authors define the most important characteristics of contemporary PR and how it closely intervenes with marketing profession in the process of evaluation. Sentiment analysis program SentiStrenght and Social Mention are applied for measurement of perception onf Croatia Airlines by passengers. The analysis was conducted on passengers' reviews and it showed revealed that this national airline company is perceived more positively than negatively is seen more in the positive context than negative. The authors also examined Croatia Airlines Facebook page and company's activities of public relations.

public relations; evaluation; marketing; Croatia Airlines; sentiment analysis; Facebook analysis

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