RT Journal Article
T1 Opinion mining and sentiment analysis in marketing communications: a science mapping analysis in Web of Science (1998–2018)
A1 Sánchez-Núñez, Pablo
A1 De-las-Heras-Pedrosa, Carlos
A1 Peláez-Sánchez, José Ignacio
K1 Bibliometría
AB Opinion mining and sentiment analysis has become ubiquitous in our society, withapplications in online searching, computer vision, image understanding, artificial intelligence andmarketing communications (MarCom). Within this context, opinion mining and sentiment analysisin marketing communications (OMSAMC) has a strong role in the development of the field byallowing us to understand whether people are satisfied or dissatisfied with our service or productin order to subsequently analyze the strengths and weaknesses of those consumer experiences. Tothe best of our knowledge, there is no science mapping analysis covering the research about opinionmining and sentiment analysis in the MarCom ecosystem. In this study, we perform a sciencemapping analysis on the OMSAMC research, in order to provide an overview of the scientific workduring the last two decades in this interdisciplinary area and to show trends that could be the basisfor future developments in the field. This study was carried out using VOSviewer, CitNetExplorerand InCites based on results from Web of Science (WoS). The results of this analysis show theevolution of the field, by highlighting the most notable authors, institutions, keywords,publications, countries, categories and journals.
PB MDPI
YR 2020
FD 2020
LK https://hdl.handle.net/10630/19377
UL https://hdl.handle.net/10630/19377
LA eng
NO Sánchez-Núñez, P., de las Heras-Pedrosa, C. & Peláez, J.I., 2020. Opinion Mining and Sentiment Analysis in Marketing Communications: A Science Mapping Analysis in Web of Science (1998–2018). Social Sciences, 9(3), p.23. http://dx.doi.org/10.3390/socsci9030023.
NO The research was funded by Programa Operativo FEDER Andalucía 2014‐2020, grant number “Lareputación de las organizaciones en una sociedad digital. Elaboración de una Plataforma Inteligente para laLocalización, Identificación y Clasificación de Influenciadores en los Medios Sociales Digitales (UMA18‐FEDERJA‐148)” and The APC was funded by the same research grant
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026