Purpose Governments worldwide are taking various measures to prevent the spreading of COVID virus. One such effort is digital contact tracing. However, the aspect of digital contact tracing was met with criticism, as many critics view this as an attempt of the government to control people and a fundamental breach of privacy. Using machine learning techniques, this study aims to deal with understanding the general public's emotions toward contact tracing and determining whether there is a change in the attitude of the general public toward digital contact tracing in various months of crises. This study also analyzes the significant concerns voiced out by the general public regarding digital contact tracing. Design/methodology/approach For the analysis, data were collected from Reddit. Reddit posts discussing the digital contact tracing during COVID-19 crises were collected from February 2020 to July 2020. A total of 5,025 original Reddit posts were used for this study. Natural language processing, which is a part of machine learning, was used for this study to understand the sentiments of the general public about contact tracing. Latent Dirichlet allocation was used to understand the significant issues voiced out by the general public while discussing contact tracing. Findings This study was conducted in two parts. Study 1 results show that the percentage of general public viewing the aspect of contact tracing positively had not changed throughout the time period of Data frame (March 2020 to July 2020). However, compared to the initial month of the crises, the later months saw a considerable increase in negative sentiments and a decrease in neutral sentiments regarding the digital contact tracing. Study 2 finds out the significant issues public voices out in their negative sentiments are a violation of privacy, fear of safety and lack of trust in government. Originality/value Although numerous studies were conducted on how to implement contact tracing effectively, to the best of the authors' knowledge, this is the first study conducted with an objective of understanding the general public's perception of contact tracing.
