THE USE OF BIG DATA IN CRISIS COMMUNICATION: A SENTIMENT ANALYSIS OF MALAYSIA AIRPORTS HOLDINGS BERHAD (MAHB)

Abstract

In the modern era, human beings are preoccupied with massive amount of data. The data continues to increase due to digitization as well as commoditization of data collection with regards to the advancement in digital technology. Big data is applied in various sectors including crisis management and crisis communication. This paper focuses on the application of big data in crisis communication of the airport industry, namely, sentiment analysis in Malaysia Airports Holdings Berhad (MAHB). There are five sources of big data in crisis communication; data exhaust, online activity, sensing technologies, public-related data and crowdsourcing. A sentiment analysis for the month of January was conducted via MAHB social media platforms. The findings prove that big data analysis is vital to enhance an organisation’s performance