Public Opinion Mining on Construction Health and Safety: Latent Dirichlet Allocation Approach

The construction industry has been experiencing many occupational accidents as working on construction sites is dangerous. To reduce the likelihood of accidents, construction companies share the latest construction health and safety news and information on social media. While research studies in recent years have explored the perceptions towards these companies' social media pages, there are no big data analytic studies conducted on Instagram about construction health and safety. This study aims to consolidate public perceptions of construction health and safety by analyzing Instagram posts. The study adopted a big data analytics approach involving visual, content, user, and sentiment analyses of Instagram posts (n = 17,835). The study adopted the Latent Dirichlet Allocation, a kind of machine learning approach for generative probabilistic topic extraction, and the five most mentioned topics were: (a) training service, (b) team management, (c) training organization, (d) workers' work and family, and (e) users' action. Besides, the Jaccard coefficient co-occurrence cluster analysis revealed: (a) the most mentioned collocations were 'construction safety week', 'safety first', and 'construction team', (b) the largest clusters were 'safety training', 'occupational health and safety administration', and 'health and safety environment', (c) the most active users were 'Parallel Consultancy Ltd.', 'Pike Consulting Group', and 'Global Training Canada', and (d) positive sentiment accounted for an overwhelming figure of 85%. The findings inform the industry on public perceptions that help create awareness and develop preventative measures for increased health and safety and decreased incidents.