A business context aware decision-making approach for selecting the most appropriate sentiment analysis technique in e-marketing situations
In the era of social media, consumers interact and exchange information, subjective opin- ions, feelings or thoughts about a given issue, a product or a service, via Web 2.0 technolo- gies. As a result, electronic Word of Mouth, eWOM, has gained increasing influence on the formation of user opinions. Therefore, extracting and analyzing eWOM statements by means of Sentiment Analysis techniques is currently a hot topic that could potentially pro- vide companies with key information about their customers. However, among all the avail- able techniques, choosing the most appropriate one according to the analysis criteria is a real challenge. In this contribution, we first study the main desirable criteria for a senti- ment analysis approach and classify the different existing approaches based on these cri- teria to try and provide a solution to this issue. We then propose a Multi-criteria Decision-Making methodology that selects the most suitable technique for each business case by taking their particular criteria into account.
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