Mining marketing intelligence from online reviews using sentiment analysis
by Anuj Sharma; Shubhamoy Dey
International Journal of Intercultural Information Management (IJIIM), Vol. 5, No. 1/2, 2015

Abstract: Online product reviews have emerged as a powerful medium for generating electronic word-of-mouth. Many consumers share their opinions, post purchase experiences, and recommendations about products and services in online reviews that may be used by potential consumers to assist them in making product choices and purchase decisions. Users' opinions expressed in reviews are important for potential consumers to make well informed purchase decisions, and for product manufacturers to get insights about their products' strengths and weaknesses. This paper argues that online reviews are a rich source of marketing intelligence that can be extracted in the form of users' opinions by applying advanced text processing and analysis techniques. In particular, this paper proposes the use of sentiment analysis for extracting marketing intelligence from online reviews. The experimental results on hotel reviews show that sentiment analysis can be an effective way of deriving marketing intelligence and benchmarking information from online reviews.

Online publication date: Sun, 18-Oct-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Intercultural Information Management (IJIIM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com