Exploring Sentiment Trends in TikTok Comments Using GPT for Influencer Content Strategy

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DOI:

https://doi.org/10.24191/eaj.v14i1.5623

Keywords:

Business Intelligence, Social Media Analytics, TikTok, Sentiment Analysis, User Generated Content

Abstract

The growth of TikTok has reshaped social media marketing, with influencer-driven content playing a crucial role in consumer engagement and purchasing decisions. In the Malaysian Beauty and Personal Care category, TikTok comments serve as direct consumer feedback, yet extracting meaningful insights from this highly expressive data remains challenging. Traditional sentiment analysis methods struggle with multilingual text, slang, abbreviations, and emojis, limiting their effectiveness in interpreting user sentiment. This study addresses these challenges by leveraging GPT-based sentiment analysis to analyze TikTok comments, examining sentiment trends, linguistic patterns, and their correlation with influencer revenue. The study focuses on the top 20 highest-revenue influencers within the Malaysian Beauty and Personal Care category, collecting 34,597 comments from 3,912 videos using Apify’s TikTok scraping API. The dataset was preprocessed using GPT-based text normalization, slang resolution, and emoji-to-text conversion, ensuring consistency in sentiment classification. It categorized comments into Positive, Neutral, or Negative, followed by a detailed examination of frequently used words and sentiment patterns across different influencers. Results indicate strong positive sentiment overall, highlighting consumers' enthusiasm. However, neutral comments typically product-related questions also revealed significant engagement. Interestingly, influencers receiving more neutral inquiries still achieved high revenue, suggesting that active audience interaction, rather than purely positive sentiment, is critical for financial success. This underscores the importance of aligning content and engagement strategies rather than relying solely on sentiment analysis. The findings offer practical guidance for brands and influencers, emphasizing the integration of sentiment insights into broader marketing strategies.

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Published

25-06-2025

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Section

Articles