Abstract
In the last decade, the advertising industry has experienced a quantum leap, powered by recent advances in neuroscience, a large investment in artificial intelligence, and a high degree of consumer expertise. Within this context, opinion mining, sentiment analysis, and emotion understanding bring us closer to one of the most sought-after objectives of advertising: to offer relevant ads at scale. The importance of studies about opinion mining, sentiment analysis, and emotion understanding in advertising has been rising exponentially over the last years. The peak of this new situation has been the interest of the research community in studying the relationship between such innovations and the spread of smart and contextual advertising. This article analyzes those works that address the relationship between sentiment analysis, opinion mining, and emotion understanding in advertising. The main objective is to clarify the current state of these studies, explore issues, methods, findings, themes, and gaps as well as to define their significance within the current convergence advertising research scenario. To reach such objectives, a bibliometric analysis was conducted, retrieving and analyzing 919 research works published between 2010 and 2019 based on results from Web of Science (WoS).
Highlights
The combination of technology, data, and creativity is today the driving force in the advertising landscape
During the first lustrum (2010-2014) of the study, sustained growth of publications (n = 214, 23.28%) is observed while in the second lustrum (2015-2019) it is detected that opinion mining, sentiment analysis and emotion understanding in advertising has suffered an exponential growth in the number of publications (n = 705, 76.71%)
PERFORMANCE INDICATORS FOR ORGANIZATIONS AND RECORD COUNT Table 3 presents the Performance Indicators for Organizations and Record Count, a Top 25 selection of the most high-ranking universities along with several records; two indicators of global university ranking according to the 2019 Quacquarelli Symonds (QS) World University Rankings and 2019 Academic Ranking of World Universities (ARWU) that allow us to measure the relative position in which we find the most influential institutions in sentiment analysis, opinion mining and emotion understanding in advertising
Summary
The combination of technology, data, and creativity is today the driving force in the advertising landscape. The way advertisers reach their consumers is evolving at lightning speed and consumers are moving away from traditional channels and platforms to digital media ecosystems. For an industry that requires the attention and interaction of consumers, it is essential to. Understand the consumer behavior and the complexities of the target audience [2]. Sentiment Analysis, opinion mining and emotion understanding are an interdisciplinary multimodal field of study gathering between neuroscience [3]–[7], and computer science and artificial intelligence [8]–[10] that analyzes people’s attitudes, appraisals, evaluations, sentiments, opinions, and emotions to entities such as organizations, services, products, individuals, issues, events topics and their attributes [11]
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