Social media serves as a unified platform for users to express their thoughtson subjects ranging from their daily lives to their opinion on consumer brandsand products. These users wield an enormous influence in shaping the opinionsof other consumers and influence brand perception, brand loyalty and brandadvocacy. In this paper, we analyze the opinion of 19M Twitter users towards 62popular industries, encompassing 12,898 enterprise and consumer brands, as wellas associated subject matter topics, via sentiment analysis of 330M tweets overa period spanning a month. We find that users tend to be most positive towardsmanufacturing and most negative towards service industries. In addition, theytend to be more positive or negative when interacting with brands thangenerally on Twitter. We also find that sentiment towards brands within anindustry varies greatly and we demonstrate this using two industries as usecases. In addition, we discover that there is no strong correlation betweentopic sentiments of different industries, demonstrating that topic sentimentsare highly dependent on the context of the industry that they are mentioned in.We demonstrate the value of such an analysis in order to assess the impact ofbrands on social media. We hope that this initial study will prove valuable forboth researchers and companies in understanding users' perception ofindustries, brands and associated topics and encourage more research in thisfield.
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