Analyzing Online Public Sentiment Toward Corporate Crisis in the Age of Big Data and Automation


  • Aqida Nuril Salma Telkom University, Bandung



big data, crisis communication, public relations, sentiment analysis, social media


The emergence of social media has created a new environment for digital communities to share their opinions and thoughts. Particularly in times of crisis where online platforms such as Facebook and Twitter have become the first destination for people to express their thoughts and share crucial information. On the other hand, social media and its algorithms have created very large amounts of data to enable Public Relations practitioners to access the data through data mining techniques. As such, this study aims to analyze online public sentiment toward a corporate crisis using big data and automation. Unlike research in the fields of information systems and computer science, which focuses on building methodology and tools, this study demonstrates the possibilities of basic big data utilization as well as linking the findings to the foundations of social theory and public relations crisis. To reach its aims, Twitter data has been collected, analyzed and visualized to perform a text mining and sentiment analysis for analyzing public sentiment about Garuda Indonesia crisis in 2019. Drawing on current literature on public relations and crisis management in digital world, the finding suggests the need of having big data skills for public relations practitioners if they wish to survive in a fully digitized society. Finally, I expect that this project will be important to draw in new discussion for scholars in a variety of area studies, such as strategic communication, corporate communication, digital public relations and even data science.


Boyd, Daynah, and Kate Crawford. 2012. “Critical questions for Big Data: Provocations for a cultural, technological, and scholarly phenomenon.” Information, Communication & Society 15(5):662–679.

Chen, Hsinchun, Roger H. L. Chiang, and Veda C. Storey. 2012. “Business intelligence and analytics: from big data to big impact.” MIS Quarterly 36(4):1165-1188.

Colleoni, Elanor. 2013. “CSR communication strategies for organizational legitimacy in social media.” Corporate Communications: An International Journal 18(2):228-248.

Dozier, David. M, Hongmei Shen, Kaye D. Sweetser, and Valerie Barker. 2016. “Demographics and internet behaviors as predictors of active public.” Public Relations Review, 42(1):82–90.

Emmanouil, Dontas, and Doukas Nikolaos. 2015. “Big data analytics in prevention, preparedness, response and recovery in crisis and disaster management.” Recent Advances in Computer Science 32:476-482. Retrieved May 16, 2021 (

Fan, Wei, and Albert Bifet. 2013. “Mining Big Data: Current Status, and Forecast to the Future.” ACM sIGKDD Explorations Newsletter 14(2):1-5.

Fertier, A., Barthe-Delanoë, A., Montarnal, A., Truptil, S., and Bénaben, F. 2016. “Adoption of big data in crisis management toward a better support in decision-making.” In Proceedings ISCRAM 2016 Conference Rio de Janeiro, Brazil, May 2016.

Gandomi, Amir, and Murtaza Haider. 2015. “Beyond the hype: Big data concepts, methods, and analytics.” International Journal of Information Management 35(2):137–144.

Gifford, Janet. 2010. “Digital public relations: E-marketing’s big secret” Continuing Higher Education Review 74:62–72. (Fall 2010).

González-Herrero, Alfonso, and Suzanne Smith. 2008. “Crisis Communications Management on the Web: How Internet-Based Technologies are Changing the Way Public Relations Professionals Handle Business Crises.” Journal of Contingencies and Crisis Management 16(3):143-153.

Holtzhausen, Derina, and Ansgar Zerfass. 2015. “Strategic communication: Opportunities and challenges of the research area.” Pp. 3-17 In The Routledge handbook of strategic communication, edited by Holtzhausen, Derina, and Ansgar Zerfass. New York, NY: Routledge.

Johansson, Fredrik, Joel Brynielsson, and Maribel N. Quijano. 2012. “Estimating Citizen Alertness in Crises Using Social Media Monitoring and Analysis.” In Proceedings of 2012 European Intelligence and Security Informatics Conference Odense, Denmark, August 2012.

Kent, Michael .L, and Adam J. Saffer. 2014. “A Delphi study of the future of new technology research in public relations.” Public Relations Review 40(3):568-576.

Leavitt, Neal. 2010. “Will noSQL databases live up to their promise?.” Computer 43(2):12–14.

Liu, Bing. 2012. Sentiment Analysis and Opinion Mining. California: Morgan & Claypool Publisher.

Loebbecke, Claudia, and Arnold Picot. 2015. “Reflections on societal and business model transformation arising from digitization and big data analytics: A research agenda.” The Journal of Strategic Information Systems 24(3):149–157.

Manyika, James, Chui, M., Brown, B., Bughin, J., Dobbs, R., Roxburgh, C., & Byers, A. H. (2011). “Big data: The next frontier for innovation, competition, and productivity.” Mckinsey global institute. Retrieved June 21, 2021 (

Mejova, Yelena. 2009. “Sentiment analysis: An overview.” Comprehensive exam paper University of Iowa, Retrieved November 20, 2020 (˜ymejova/publications/CompsYelenaMejova.pdf)

Morris, Robert J, and Brian J. Truskowski. 2003. “The evolution of storage systems.” IBM Systems Journal 42(2):205–217.

Neri, Federico, Carlo Aliprandi, Federico Capeci, Montserrat Cuadros, and Tomas By. 2012. “Sentiment Analysis on Social Media.” In Proceedings of International Conference on Advances in Social Networks Analysis and Mining Istanbul, Turkey, August 2012.

Pang, Bo, and Lillian Lee. 2008. “Opinion mining and sentiment analysis.” Foundations and Trends in Information Retrieval 2)1-2):1-135.

Parks, Malcolm R. 2014. “Big data in communication research: Its contents and discontents.” Journal of Communication, 64(2):355–360.

Philips, David, and Young, Philip. 2009. Online public relations: A practical guide to developing an online strategy in the world of social media (2nd ed.). London, UK: Kogan Page Limited.

Qadir, Junaid, Anwaar Ali, Raihan ur Rasool. et al. 2016. “Crisis analytics: big data-driven crisis response.” Journal of International Humanitarian Action 1(12):1-21.

Reuter, Christian, Thomas Ludwig, Christoph Kotthaus, Marc- André Kaufhold, Elmar von Radziewski and Volkmar Pipek. 2016. “Big Data in a Crisis? Creating Social Media Datasets for Crisis Management Research.” i-com 15(3):249 - 264.

Scott, David. M. 2010. The new rules of marketing and PR: How to use social media, blogs, news releases, online video & viral marketing to reach buyers directly (2nd ed.). Hoboken, New Jersey: John Wiley & Sons, Inc.

Tankosic, Mirjana, Pavle Ivetic, and Vuk Vucurevic. 2016. “Features of interactive public relations: Using web 2.0 to establish a two-way communication with the consumers.” International Journal of Economic and Management Systems 1:290–295.

Twigg, John. 2004. “Disaster Risk Reduction: Mitigation and Preparedness in Development and Emergency Programming.” Humanitarian Practice Network, Overseas Development Institute, Retrieved November 20, 2020 (

Uldam, Julie. 2016. “Corporate management of visibility and the fantasy of the post-political: social media and surveillance.” New Media & Society 18(2):201-219.

Vercic, Dejan, Ana T. Vercic, and Krishnamurthy Sriramesh. 2015. “Looking for digital in public relations.” Public Relations Review 41(2):142–152.

Weiner, Mark, and Sarab Kochhar. 2016. “Irreversible: The Public Relations Big Data Revolution.” Institute for Public Relations, Retrieved August 18, 2020 (

Wiencierz, Christian, and Ulrike Röttger. 2017. “The Use of Big Data in Corporate Communication.” Corporate Communications: An International Journal 22(3):257-272.

Wiencierz. Christian, and Ulrike Röttger. 2019. “Big Data in Public Relations: A Conceptual Framework.” Public Relations Journal 12 (3):1-16.

Wiesenberg, Markus, Ansgar Zerfass, and Angeles Moreno. 2017. “Big data and automation in strategic communication.” International journal of strategic communication 11(2):95-114.

Younis, Eman. 2015. “Sentiment Analysis and Text Mining for Social Media Microblogs using Open Source Tools: An Empirical Study.” International Journal of Computer Applications 112(5):44-48.




How to Cite

Salma, A. N. (2022). Analyzing Online Public Sentiment Toward Corporate Crisis in the Age of Big Data and Automation. The Journal of Society and Media, 6(1), 188–206.
Abstract views: 296 , PDF Downloads: 353