<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902024000100272</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2024v24n1.10</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Prioritizing the Net Sentiment Score: A Banking Industry Case Study]]></article-title>
<article-title xml:lang="es"><![CDATA[Por qué el índice de sentimiento neto debería ser una prioridad: un estudio de caso de la industria bancaria]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mendoza Macías]]></surname>
<given-names><![CDATA[José Guadalupe]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mendoza Urdiales]]></surname>
<given-names><![CDATA[Román Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Quantum Analytics  ]]></institution>
<addr-line><![CDATA[ Sinaloa]]></addr-line>
<country>México</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Quantum Analytics  ]]></institution>
<addr-line><![CDATA[ Sinaloa]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>24</volume>
<numero>1</numero>
<fpage>272</fpage>
<lpage>293</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902024000100272&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902024000100272&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902024000100272&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study analyzes the impact of social media comments on the stock performance of banks registered on the United States stock market. We use artificial intelligence to monitor and extract comments in real time, together with natural language processing, to identify the sentiment of each comment. Comments were classified as positive or negative and were added by the hour for each bank during the observed period. Our results showed that both positive and negative comments have a significant effect on the stock performance, with negative comments having a more pronounced, asymmetrical impact. This study contributes to understanding how social media interactions influence the market value of companies, highlighting the importance of monitoring and managing the online perception of the companies listed on the stock market.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El artículo analiza el impacto de los comentarios en redes sociales sobre el rendimiento de las acciones de los bancos en el mercado de valores de EE.UU. Se empleó inteligencia artificial para monitorear y extraer comentarios en tiempo real, y se utilizó el procesamiento de lenguaje na tural para calcular el sentimiento de cada comentario. Los comentarios se clasificaron como positivos o negativos y se agregaron, por hora, para cada banco durante el período observado. Los resultados mostraron que tanto los comentarios positivos como los negativos tienen un efecto significativo en el rendimiento de las acciones, con un impacto asimétrico más pronunciado en el caso de los comentarios negativos. Este estudio contribuye a la comprensión de cómo la interac ción en redes sociales puede influir en el valor de mercado de las empresas y destaca la impor tancia para las compañías que cotizan en bolsa de monitorear y gestionar la percepción en línea.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[stock performance]]></kwd>
<kwd lng="en"><![CDATA[net sentiment score (NSS)]]></kwd>
<kwd lng="en"><![CDATA[robust linear model regression]]></kwd>
<kwd lng="en"><![CDATA[brand value impact]]></kwd>
<kwd lng="es"><![CDATA[rendimiento accionario]]></kwd>
<kwd lng="es"><![CDATA[índice de sentimiento neto (ISN)]]></kwd>
<kwd lng="es"><![CDATA[regresión de modelo lineal robusto]]></kwd>
<kwd lng="es"><![CDATA[impacto en el valor de la marca]]></kwd>
</kwd-group>
</article-meta>
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