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

authors

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

published in

IEEE Access Journal

publication date

July 2020

start page

134563

end page

134576

volume

8

Digital Object Identifier (DOI)

https://doi.org/10.1109/access.2020.3009482

full text

http://hdl.handle.net/10016/40034

Electronic International Standard Serial Number (EISSN)

2169-3536

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)

subjects

Library Science and Documentation

keywords

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