4 hasil

More than a Feeling: Accuracy and Application of Sentiment Analysis

Jochen Hartmann; Mark Heitmann; Christian Siebert dkk.

International Journal of Research in Marketing · 2022 · Inggris · OpenAlex Scopus

Sentiment is fundamental to human communication. Countless marketing applications mine opinions from social media communication, news articles, customer feedback, or corporate communication. Various sentiment analysis methods are available and new ones have recently been proposed. Lexicons can…

Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities

Praveen K. Kopalle; Manish Gangwar; Andreas Kaplan dkk.

International Journal of Research in Marketing · 2021 · Inggris · OpenAlex Scopus

Artificial intelligence (AI) has captured substantial interest from a wide array of marketing scholars in recent years. Our research contributes to this emerging domain by examining AI technologies in marketing via a global lens. Specifically, our lens focuses on three levels of analysis: country…

Brand activism: Does courting controversy help or hurt a brand?

Sourjo Mukherjee; Niek Althuizen

International Journal of Research in Marketing · 2020 · Inggris · OpenAlex Scopus

Virtual and augmented reality: Advancing research in consumer marketing

Michel Wedel; Enrique Bigné; Jie Zhang

International Journal of Research in Marketing · 2020 · Inggris · OpenAlex Scopus