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 Heras Pedrosa, Carlos de las
A1 Peláez, José Ignacio
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 analysis inmarketing communications (OMSAMC) has a strong role in the development of the field by allowingus to understand whether people are satisfied or dissatisfied with our service or product in order tosubsequently analyze the strengths and weaknesses of those consumer experiences. To the best ofour knowledge, there is no science mapping analysis covering the research about opinion miningand sentiment analysis in the MarCom ecosystem. In this study, we perform a science mappinganalysis on the OMSAMC research, in order to provide an overview of the scientific work duringthe last two decades in this interdisciplinary area and to show trends that could be the basis forfuture developments in the field. This study was carried out using VOSviewer, CitNetExplorer andInCites based on results from Web of Science (WoS). The results of this analysis show the evolution ofthe field, by highlighting the most notable authors, institutions, keywords, publications, countries,categories and journals
PB MPDI
SN 2076-0760 (electrónico)
YR 2020
FD 2020
LK https://hdl.handle.net/10272/23932
UL https://hdl.handle.net/10272/23932
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). In Social Sciences (Vol. 9, Issue 3, p. 23). MDPI AG. https://doi.org/10.3390/socsci9030023
NO The research was funded by Programa Operativo FEDER Andalucía 2014-2020, grant number“La reputación de las organizaciones en una sociedad digital. Elaboración de una Plataforma Inteligentepara la Localización, Identificación y Clasificación de Influenciadores en los Medios Sociales Digitales(UMA18-FEDERJA-148)” and The APC was funded by the same research grant
DS Repositorio Institucional de la Universidad de Huelva
RD 31 may 2026