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

Pablo Sánchez-Núñez, Carlos de las Heras-Pedrosa and José Ignacio Peláez
Additional contact information
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

Social Sciences, 2020, vol. 9, issue 3, 1-20

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.

Keywords: sentiment analysis; opinion mining; advertising; marketing; science mapping analysis; Web of Science (WoS); bibliometric indicators; scientific collaboration (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2076-0760/9/3/23/pdf (application/pdf)
https://www.mdpi.com/2076-0760/9/3/23/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jscscx:v:9:y:2020:i:3:p:23-:d:326024

Access Statistics for this article

Social Sciences is currently edited by Ms. Yvonne Chu

More articles in Social Sciences from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().