Opinion mining, sentiment analysis and emotion understanding in advertising: a bibliometric analysis Articles uri icon


  • Cobo, Manuel J
  • de las Heras-Pedrosa, Carlos
  • Peláez, José Ignacio
  • Herrera-Viedma, Enrique

publication date

  • July 2020

start page

  • 134563

end page

  • 134576


  • 8

International Standard Serial Number (ISSN)

  • 2169-3536

Electronic International Standard Serial Number (EISSN)

  • 2169-3536


  • 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)


  • Library Science and Documentation


  • advertising research; bibliometrics; communication; consumer behavior; emotion understanding; opinion mining; science mapping analysis; scimat; sentiment analysis; vosviewer; web of; science (wos).