Análisis de sentimientos en las interacciones del perfil de instagram de oromartv mediante inteligencia artificial.

Abstract

This study analyzes the feelings expressed in the comments on OromarTV's Instagram profile to evaluate the emotional impact of its publications and optimize its communication strategies. With a quantitative approach and non-experimental design, 10354 comments collected in July 2024 were classified using artificial intelligence tools, identifying positive, negative and neutral emotions. The results show that entertaining content, especially in video format, generates mostly positive interactions, while informative content provokes a predominance of negative comments. This analysis demonstrates the potential of artificial intelligence to better understand the perceptions and emotions of the audience, highlighting the need to adjust communication strategies to improve the reception of informative content and take advantage of the positive impact of entertainment content.