Opinion Mining and Sentiment Analysis in Marketing Communications: A Science Mapping Analysis in Web of Science (1998–2018)

Abstract

Opinion mining and sentiment analysis has become ubiquitous in our society, with applications in online searching, computer vision, image understanding, artificial intelligence and marketing communications (MarCom). Within this context, opinion mining and sentiment analysis in marketing communications (OMSAMC) has a strong role in the development of the field by allowing us to understand whether people are satisfied or dissatisfied with our service or product in order to subsequently analyze the strengths and weaknesses of those consumer experiences. To the best of our knowledge, there is no science mapping analysis covering the research about opinion mining and sentiment analysis in the MarCom ecosystem. In this study, we perform a science mapping analysis on the OMSAMC research, in order to provide an overview of the scientific work during the last two decades in this interdisciplinary area and to show trends that could be the basis for future developments in the field. This study was carried out using VOSviewer, CitNetExplorer and InCites based on results from Web of Science (WoS). The results of this analysis show the evolution of the field, by highlighting the most notable authors, institutions, keywords, publications, countries, categories and journals.

COVID-19 Study on Scientific Articles in Health Communication: A Science Mapping Analysis in Web of Science

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“…8 presents a ranking of the most influential international affiliations through reference universities together with indicators of registrations and the percentage that these represent in the total sum of articles analysed. In addition, following the classification of Sánchez-Núñez, de las Heras-Pedrosa and Peláez [28], two global university ranking indicators are added for the year 2021 QS World University Rankings and Academic Ranking of World Universities (ARWU) that allow measuring the relative position in which the most influential institutions are located. Figure 2 allows us to distinguish the networks of the most influential academic institutions as a result of their citations.…”

A Sentiment Analysis of Egypt’s New Real Estate Registration Law on Facebook

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Lots of bots or maybe nots: A process for detecting bots in social media research

“…The data collected can provide insight into consumers' responses to various topics, from brands to government policy (Mehmet & Simmons, 2019). For brands, it can provide rapid insights on new marketing programs, helping the brand assess and correct campaigns efficiently (Sánchez-Núñez et al, 2020). Similarly, governments may use social media commentary to understand their constituents' needs and their response to new policies (Hubert et al, 2020).…”