The Impact of Sentiment on User’s Reaction on Facebook: The Case of the American Chamber of Commerce in Ukraine

This study investigates the relationship of sentiments expressed in Facebook posts by the American Chamber of Commerce (ACC) in Ukraine on audience reactions. By employing AI-driven sentiment analysis, we categorize ACC's posts into five categories: Empowerment category, Excitement and enthusiasm category, Gratitude category, Optimism category, and Resilience category. Our findings reveal that posts signaling resilience and optimism receive significantly more reactions compared to those communicating empowerment and excitement. As sentiment analysis continues to evolve, incorporating multimodal approaches and leveraging advancements in AI and NLP, businesses that effectively utilize these tools will be better equipped to make informed decisions and adapt to the ever-changing digital landscape. Furthermore, posts classified as displaying empowerment are more likely to be shared/reposted by the readers. These results highlight the importance of tailoring communication strategies to elicit desired audience responses and provide valuable insights for organizations navigating complex environments.