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

Author

Listed:
  • Pablo Sánchez-Núñez

    (Doctorate Program in Communication by Universidad de Cádiz, Universidad de Huelva, Universidad de Málaga and Universidad de Sevilla, 29071 Malaga, Spain)

  • Carlos de las Heras-Pedrosa

    (Department of Audiovisual Communication and Advertising, Faculty of Communication Sciences, Universidad de Málaga, 29071 Malaga, Spain)

  • José Ignacio Peláez

    (Department of Languages and Computer Sciences, Higher Technical School of Computer Engineering, Universidad de Málaga, 29071 Malaga, Spain)

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.

Suggested Citation

  • Pablo Sánchez-Núñez & Carlos de las Heras-Pedrosa & José Ignacio Peláez, 2020. "Opinion Mining and Sentiment Analysis in Marketing Communications: A Science Mapping Analysis in Web of Science (1998–2018)," Social Sciences, MDPI, vol. 9(3), pages 1-20, February.
    • Handle: RePEc:gam:jscscx:v:9:y:2020:i:3:p:23-:d:326024
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    References listed on IDEAS

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    1. Moerchel, Alexander & Tietze, Frank & Urmetzer, Florian, 2023. "Visualising dynamics in innovation ecosystems: A new method and demonstration in the commercial aircraft MRO ecosystem," Technovation, Elsevier, vol. 128(C).

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