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This paper aims to illustrate the scope and challenges of using computer-aided content analysis in international marketing with the aim to capture consumer sentiments about COVID-19 from multi-lingual tweets.

The study is based on some 35 million original COVID-19-related tweets. The study methodology illustrates the use of supervised machine learning and artificial neural network techniques to conduct extensive information extraction.

The authors identified more than two million tweets from six countries and categorized them into PESTEL (i.e. Political, Economic, Social, Technological, Environmental and Legal) dimensions. The extracted consumer sentiments and associated emotions show substantial differences across countries. Our analyses highlight opportunities and challenges inherent in using multi-lingual online sentiment analysis in international marketing. Based on these insights, several future research directions are proposed.

First, the authors contribute to methodology development in international marketing by providing a “use-case” for computer-aided text mining in a multi-lingual context. Second, the authors add to the knowledge on differences in COVID-19-related consumer sentiments in different countries. Third, the authors provide avenues for future research on the analysis of unstructured multi-media posts.

The theory of double jeopardy (DJ) is shown to hold across broad ranging geographies and physical product categories. However, there is very little research appertaining to the subject within an online environment. In particular, studies that investigate the presence of DJ and the contrasting view point to DJ, namely, that of negative double jeopardy (NDJ), are lacking. This study aims to contribute to this identified research gap and examines the presence of DJ and NDJ within a product category, utilising data from Twitter.

A total of 354,676 tweets are scraped from Twitter and their sentiment analysed and allocated into positive, negative and no-opinion clusters using fuzzy c-means clustering. The sentiment is then compared to the market share of brands within the beer product category to establish whether a DJ or NDJ effect is present.

Data reveal an NDJ effect with regards to original tweets (i.e. tweets which have not been retweeted). That is, when analysing tweets relating to brands within a defined beer category, the authors find that larger brands suffer by having an increased negativity amongst the larger proportion of tweets associated with them.

The clustering approach to analyse sentiment in Twitter data brings a new direction to analysis of such sentiment. Future consideration of different numbers of clusters may further the insights this form of analysis can bring to the DJ/NDJ phenomenon. Managerial implications discuss the uncovered practitioner’s paradox of NDJ and strategies for dealing with DJ and NDJ effects.

This study is the first to explore the presence of DJ and NDJ through the utilisation of sentiment analysis-derived data and fuzzy clustering. DJ and NDJ are under-explored constructs in the online environment. Typically, past research examines DJ and NDJ in separate and detached fashions. Thus, the study is of theoretical value because it outlines boundaries to the DJ and NDJ conditions. Second, this research is the first study to analyse the sentiment of consumer-authored tweets to explore DJ and NDJ effects. Finally, the current study offers valuable insight into the DJ and NDJ effects for practicing marketing managers.

The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social media users' ethical responses to digital event marketing campaigns during the 2018 FIFA World Cup.

The study employed a sentiment analysis, examining Twitter users’ utilization of sponsor and non-sponsor promotional hashtags. Statistical modelling programme R was used to access Twitter’s API, enabling the analysis and coding of user tweets pertaining to six marketing campaigns. The valence of each tweet – as well as the apparent user motivation underlying each post – was assessed, providing insight into Twitter users’ ethical impressions of sponsor and ambush marketer activities on social media and online engagement with social media marketing.

The study’s findings indicate that consumer attitudes towards ambush marketing may be significantly more positive than previously thought. Users’ attitudes towards ambush marketing appear significantly more positive than previously assumed, as users of social media emerged as highly responsive to creative and value-added non-sponsor campaigns.

The findings affirm that sentiment analysis may afford scholars and practitioners a viable means of assessing consumer attitudes towards social marketing activations, dependent upon campaign objectives and strategy. The study provides a new and invaluable context to consumer affect and ambush ethics research, advancing sponsorship and ambush marketing delivery and social sponsorship analytical practice.

An ever-growing body of knowledge demonstrates the correlation among real-world phenomena and search query data issued on Google, as showed in the literature survey introduced in the following. The purpose of this paper is to introduce a pipeline, implemented as a web service, which, starting with recent Google Trends, allows a decision maker to monitor Twitter’s sentiment regarding these trends, enabling users to choose geographic areas for their monitors. In addition to the positive/negative sentiments about Google Trends, the pipeline offers the ability to view, on the same dashboard, the emotions that Google Trends triggers in the Twitter population. Such a set of tools, allows, as a whole, monitoring real-time on Twitter the feelings about Google Trends that would otherwise only fall into search statistics, even if useful. As a whole, the pipeline has no claim of prediction over the trends it tracks. Instead, it aims to provide a user with guidance about Google Trends, which, as the scientific literature demonstrates, is related to many real-world phenomena (e.g. epidemiology, economy, political science).

The proposed experimental framework allows the integration of Google search query data and Twitter social data. As new trends emerge in Google searches, the pipeline interrogates Twitter to track, also geographically, the feelings and emotions of Twitter users about new trends. The core of the pipeline is represented by a sentiment analysis framework that make use of a Bayesian machine learning device exploiting deep natural language processing modules to assign emotions and sentiment orientations to a collection of tweets geolocalized on the microblogging platform. The pipeline is accessible as a web service for any user authorized with credentials.

The employment of the pipeline for three different monitoring task (i.e. consumer electronics, healthcare, and politics) shows the plausibility of the proposed approach in order to measure social media sentiments and emotions concerning the trends emerged on Google searches.

The proposed approach aims to bridge the gap among Google search query data and sentiments that emerge on Twitter about these trends.

Social Media is one of the largest platforms to voluntarily communicate thoughts. With increase in multimedia data on social networking websites, information about human behaviour is increasing. This user-generated data are present on the internet in different modalities including text, images, audio, video, gesture, etc. The purpose of this paper is to consider multiple variables for event detection and analysis including weather data, temporal data, geo-location data, traffic data, weekday’s data, etc.

In this paper, evolution of different approaches have been studied and explored for multivariate event analysis of uncertain social media data.

Based on burst of outbreak information from social media including natural disasters, contagious disease spread, etc. can be controlled. This can be path breaking input for instant emergency management resources. This has received much attention from academic researchers and practitioners to study the latent patterns for event detection from social media signals.

This paper provides useful insights into existing methodologies and recommendations for future attempts in this area of research. An overview of architecture of event analysis and statistical approaches are used to determine the events in social media which need attention.

Owing to the uneven distribution of annotated corpus among different languages, it is necessary to bridge the gap between low resource languages and high resource languages. From the perspective of entity relation extraction, this paper aims to extend the knowledge acquisition task from a single language context to a cross-lingual context, and to improve the relation extraction performance for low resource languages.

This paper proposes a cross-lingual adversarial relation extraction (CLARE) framework, which decomposes cross-lingual relation extraction into parallel corpus acquisition and adversarial adaptation relation extraction. Based on the proposed framework, this paper conducts extensive experiments in two tasks, i.e. the English-to-Chinese and the English-to-Arabic cross-lingual entity relation extraction.

The Macro-F1 values of the optimal models in the two tasks are 0.880 1 and 0.789 9, respectively, indicating that the proposed CLARE framework for CLARE can significantly improve the effect of low resource language entity relation extraction. The experimental results suggest that the proposed framework can effectively transfer the corpus as well as the annotated tags from English to Chinese and Arabic. This study reveals that the proposed approach is less human labour intensive and more effective in the cross-lingual entity relation extraction than the manual method. It shows that this approach has high generalizability among different languages.

The research results are of great significance for improving the performance of the cross-lingual knowledge acquisition. The cross-lingual transfer may greatly reduce the time and cost of the manual construction of the multi-lingual corpus. It sheds light on the knowledge acquisition and organization from the unstructured text in the era of big data.

Aspect based sentiment classification is valuable for providing deeper insight into online consumer reviews (OCR). However, the majority of the previous studies explicitly determine the orientation of aspect related sentiment bearing word and overlook the aspect-context. Therefore, this paper aims to propose an aspect-context aware sentiment classification of OCR for deeper and more accurate insights.

In the proposed methodology, first, aspect descriptions and sentiment bearing words are extracted. Then, the skip-gram model is used to extract the first set of features to capture contextual information. For the second category of features, cosine similarity is used between a pre-defined seed word list and aspects, to capture aspect context sensitive sentiments. The third set of features includes weighted word vectors using term frequency-inverse document frequency. After concatenating features, ensemble classifier is used using three base classifiers.

Experimental results on two real-world data sets with variable lengths, acquired from Amazon.com and TripAdvisor.com, show that the advised ensemble approach significantly outperforms sentiment classification accuracy of state-of-the-art and baseline methods.

This method is capable of capturing the correct sentiment of ambiguous words and other special words by extracting aspect-context using word vector similarity instead of expensive lexical resources, and hence, shows superior performance in terms of accuracy as compared to other methods.

Sarcasm is a sentiment in which human beings convey messages with the opposite meanings to hurt someone emotionally or condemn something in a witty manner. The difference between the text's literal and its intended meaning makes it tough to identify. Mostly, researchers and practitioners only consider explicit information for text classification; however, considering implicit with explicit information will enhance the classifier's accuracy. Several sarcasm detection studies focus on syntactic, lexical or pragmatic features that are uttered using words, emoticons and exclamation marks. Discrete models, which are utilized by many existing works, require manual features that are costly to uncover.

In this research, word embeddings used for feature extraction are combined with context-aware language models to provide automatic feature engineering capabilities as well superior classification performance as compared to baseline models. Performance of the proposed models has been shown on three benchmark datasets over different evaluation metrics namely misclassification rate, receiver operating characteristic (ROC) curve and area under curve (AUC).

Experimental results suggest that FastText word embedding technique with BERT language model gives higher accuracy and helps to identify the sarcastic textual element correctly.

Sarcasm detection is a sub-task of sentiment analysis. To help in appropriate data-driven decision-making, the sentiment of the text that gets reversed due to sarcasm needs to be detected properly. In online social environments, it is critical for businesses and individuals to detect the correct sentiment polarity. This will aid in the right selling and buying of products and/or services, leading to higher sales and better market share for businesses, and meeting the quality requirements of customers.

The rapid growth of social media has rendered opinion and sentiment mining an important area of research with a wide range of applications. This paper aims to focus on the Greek language and the microblogging platform Twitter, investigating methods for extracting emotion of individual tweets as well as population emotion for different subjects (hashtags).

The authors propose and investigate the use of emotion lexicon-based methods as a mean of extracting emotion/sentiment information from social media. The authors compare several approaches for measuring the intensity of six emotions: anger, disgust, fear, happiness, sadness and surprise. To evaluate the effectiveness of the methods, the authors develop a benchmark dataset of tweets, manually rated by two humans.

Development of a new sentiment lexicon for use in Web applications. The authors then assess the performance of the methods with the new lexicon and find improved results.

Automated emotion results of research seem promising and correlate to real user emotion. At this point, the authors make some interesting observations about the lexicon-based approach which lead to the need for a new, better, emotion lexicon.

The authors examine the variation of emotion intensity over time for selected hashtags and associate it with real-world events.

The originality in this research is the development of a training set of tweets, manually annotated by two independent raters. The authors “transfer” the sentiment information of these annotated tweets, in a meaningful way, to the set of words that appear in them.

As the popularity of social media increases, sports brands must develop specific strategies to use them to enhance fan loyalty and build brand equity. The purpose of this paper is to explore how two social media platforms were utilised by the Grand Slam tennis events to achieve branding and relationship marketing goals.

A content analytic design was employed to examine Twitter and Facebook posts from the official accounts during, and post-, each respective event.

Both sites were utilised to cultivate long-term relationships with fans and develop brand loyalty, rather than to undertake short-term marketing activations. However, these sites appear to serve a different purpose, and therefore unique strategies are required to leverage opportunities afforded by each. Interestingly, brand associations were utilised more frequently during the post-event time period.

This study offers practitioners with useful insight on branding and relationship-building strategies across two social platforms. These results suggest that strategies appear dependent on the event, timeframe and specific platform. Moreover, the events’ differences in post use and focus may also indicate some differences related to event branding in an international context. Furthermore, sport organisations should look to leverage creative strategies to overcome limitations that platform-specific functionality may impose.

This study offers unique insights brand-building efforts in an international event setting, which differ in a range of contextual factors that impact on social media utilisation.