Authors : Anitawati Mohd Lokman, Ahmad Azran Awang, Shamsiah Abd Kadir and Saidatul Rahah Hamidi
Abstract: Kansei engineering was initially designed to accommodate the field of product design and business processes. However, it is now observed compatible to be applied for the purpose of understanding human emotions in terms of communication, psychological and information warfare. Malaysia’s political scene evolves alongside the prolific rise of social media where it becomes a battlefield for political parties to win the hearts and minds of the people through hashtags. Consequently, this study aims to comprehend the sensitivity of Malaysians towards various political hashtags and also whether a relationship exists between Kansei and the hashtags. In addition, this study employs social media mining-a clustering hashtags approach to categorising political hashtags used in this study. Then, a Kansei approach is implemented to selected hashtags. From the results obtained, it is evident that Malaysians do have political awareness, sensitivity and are able to respond to the hashtags that represent various political issues. Moreover, Kansei is able to verify the results, hence proving the existence of associations between Kansei and political hashtags. Ultimately, the results are significant in providing a prelude to Malaysian’s response towards political issues, especially, through the medium of hashtags.
Anitawati Mohd Lokman, Ahmad Azran Awang, Shamsiah Abd Kadir and Saidatul Rahah Hamidi, 2019. Social Media Hashtag: Affective Assesment Based on Kansei Approach. Journal of Engineering and Applied Sciences, 14: 9258-9265.