EXAMINING THE RELATIONSHIP BETWEEN LANGUAGE USE AND SENTIMENT IN ONLINE REVIEWS
Abstract
ABSTRACT
This study investigates the relationship between language use and sentiment in online reviews, with emphasis on Nigerian and global perspectives. The research explores how linguistic choices such as adjectives, intensifiers, negations, and local idioms express evaluative meanings and influence readers’ perceptions. Using a qualitative content analysis design, five online reviews were selected from Jumia, Konga, Amazon, and TripAdvisor, alongside questionnaire responses from Nigerian consumers. Appraisal Theory was applied to identify linguistic resources of Attitude, Engagement, and Graduation. Findings reveal that positive adjectives and intensifiers are major indicators of favourable sentiment, while negative expressions and idioms such as “wahala too much” signal dissatisfaction. Nigerian reviews exhibit a unique blend of Standard English, Nigerian English, and Pidgin, reflecting cultural identity and emotional depth. The study concludes that language use significantly shapes the interpretation of sentiment and that cultural context influences how emotions are conveyed and understood in online discourse. It recommends that e-commerce platforms and digital marketers consider local language varieties in sentiment analysis and customer engagement systems.
Keywords: Language use, Sentiment, Online reviews, Nigerian English, Pidgin, Appraisal Theory
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