Opinion mining and sentiment analysis in marketing communications: a science mapping analysis in Web of Science (1998–2018)

Opinion mining and sentiment analysis has become ubiquitous in our society, with applications in online searching, computer vision, image understanding, artificial intelligence and marketing communications (MarCom). Within this context, opinion mining and sentiment analysis in marketing communications (OMSAMC) has a strong role in the development of the field by allowing us to understand whether people are satisfied or dissatisfied with our service or product in order to subsequently analyze the strengths and weaknesses of those consumer experiences. To the best of our knowledge, there is no science mapping analysis covering the research about opinion mining and sentiment analysis in the MarCom ecosystem. In this study, we perform a science mapping analysis on the OMSAMC research, in order to provide an overview of the scientific work during the last two decades in this interdisciplinary area and to show trends that could be the basis for future developments in the field. This study was carried out using VOSviewer, CitNetExplorer and InCites based on results from Web of Science (WoS). The results of this analysis show the evolution of the field, by highlighting the most notable authors, institutions, keywords, publications, countries, categories and journals.The research was funded by Programa Operativo FEDER Andalucía 2014‐2020, grant number “La reputación de las organizaciones en una sociedad digital. Elaboración de una Plataforma Inteligente para la Localización, Identificación y Clasificación de Influenciadores en los Medios Sociales Digitales (UMA18‐ FEDERJA‐148)” and The APC was funded by the same research gran

PyPlutchik: Visualising and comparing emotion-annotated corpora

The increasing availability of textual corpora and data fetched from social networks is fuelling a huge production of works based on the model proposed by psychologist Robert Plutchik, often referred simply as the “Plutchik Wheel”. Related researches range from annotation tasks description to emotions detection tools. Visualisation of such emotions is traditionally carried out using the most popular layouts, as bar plots or tables, which are however sub-optimal. The classic representation of the Plutchik’s wheel follows the principles of proximity and opposition between pairs of emotions: spatial proximity in this model is also a semantic proximity, as adjacent emotions elicit a complex emotion (a primary dyad) when triggered together; spatial opposition is a semantic opposition as well, as positive emotions are opposite to negative emotions. The most common layouts fail to preserve both features, not to mention the need of visually allowing comparisons between different corpora in a blink of an eye, that is hard with basic design solutions. We introduce PyPlutchik the Pyplutchik package is available as a Github repository (http://github.com/alfonsosemeraro/pyplutchik) or through the installation commands pip or conda. For any enquiry about usage or installation feel free to contact the corresponding author, a Python module specifically designed for the visualisation of Plutchik’s emotions in texts or in corpora. PyPlutchik draws the Plutchik’s flower with each emotion petal sized after how much that emotion is detected or annotated in the corpus, also representing three degrees of intensity for each of them. Notably, PyPlutchik allows users to display also primary, secondary, tertiary and opposite dyads in a compact, intuitive way. We substantiate our claim that PyPlutchik outperforms other classic visualisations when displaying Plutchik emotions and we showcase a few examples that display our module’s most compelling features

Enriching Affect Analysis Through Emotion and Sarcasm Detection

Affect detection from text is the task of detecting affective states such as sentiment, mood and emotions from natural language text including news comments, product reviews, discussion posts, tweets and so on. Broadly speaking, affect detection includes the related tasks of sentiment analysis, emotion detection and sarcasm detection, amongst others. In this dissertation, we seek to enrich textual affect analysis from two perspectives: emotion and sarcasm. Emotion detection entails classifying the text into fine-grained categories of emotions such as happiness, sadness, surprise, and so on, whereas sarcasm detection seeks to identify the presence or absence of sarcasm in text. The task of emotion detection is particularly challenging due to limited number of resources and as it involves a greater number of categories of emotions in which to undertake classification, with no fixed number or types of emotions. Similarly, the recently proposed task of sarcasm detection is complicated due to the inherent sophisticated nature of sarcasm, where one typically says or writes the opposite of what they mean. This dissertation consists of five contributions. First, we address word-emotion association, a fundamental building block of most, if not all, emotion detection systems. Current approaches to emotion detection rely on a handful of manually annotated resources such as lexicons and datasets for deriving word-emotion association. Instead, we propose novel models for augmenting word-emotion association to support unsupervised learning which does not require labeled training data and can be extended to flexible taxonomies of emotions. Second, we study the problem of affective word representations, where affectively similar words are projected into neighboring regions of an n-dimensional embedding space. While existing techniques usually consider the lexical semantics and syntax of co-occurring words, thus rating emotionally dissimilar words occurring in similar contexts as highly similar, we integrate a rich spectrum of emotions into representation learning in order to cluster emotionally similar words closer, and emotionally dissimilar words farther from each other. The generated emotion-enriched word representations are found to be better at capturing relevant features useful for sentence-level emotion classification and emotion similarity tasks. Third, we investigate the problem of computational sarcasm detection. Generally, sarcasm detection is treated as a linguistic and lexical phenomena with limited emphasis on the emotional aspects of sarcasm. In order to address this gap, we propose novel models of enriching sarcasm detection by incorporating affective knowledge. In particular, document-level features obtained from affective word representations are utilized in designing classification systems. Through extensive evaluation on six datasets from three diverse domains of text, we demonstrate the potential of exploiting automatically induced features without the need for considerable manual feature engineering. Motivated by the importance of affective knowledge in detecting sarcasm, the fourth contribution of this thesis seeks to dig deeper and study the role of transitions and relationships between different emotions in order to discover which emotions serve as more informative and discriminative features for distinguishing sarcastic utterances in text. Lastly, we show the usefulness of our proposed affective models by applying them in a non-affective framework of predicting the helpfulness of online reviews

Post-error brain activity correlates with incidental memory for negative words

The present study had three main objectives. First, we aimed to evaluate whether short-duration affective states induced by negative and positive words can lead to increased error-monitoring activity relative to a neutral task condition. Second, we intended to determine whether such an enhancement is limited to words of specific valence or is a general response to arousing material. Third, we wanted to assess whether post-error brain activity is associated with incidental memory for negative and/or positive words. Participants performed an emotional stop-signal task that required response inhibition to negative, positive or neutral nouns while EEG was recorded. Immediately after the completion of the task, they were instructed to recall as many of the presented words as they could in an unexpected free recall test. We observed significantly greater brain activity in the error-positivity (Pe) time window in both negative and positive trials. The error-related negativity amplitudes were comparable in both the neutral and emotional arousing trials, regardless of their valence. Regarding behavior, increased processing of emotional words was reflected in better incidental recall. Importantly, the memory performance for negative words was positively correlated with the Pe amplitude, particularly in the negative condition. The source localization analysis revealed that the subsequent memory recall for negative words was associated with widespread bilateral brain activity in the dorsal anterior cingulate cortex and in the medial frontal gyrus, which was registered in the Pe time window during negative trials. The present study has several important conclusions. First, it indicates that the emotional enhancement of error monitoring, as reflected by the Pe amplitude, may be induced by stimuli with symbolic, ontogenetically learned emotional significance. Second, it indicates that the emotion-related enhancement of the Pe occurs across both negative and positive conditions, thus it is preferentially driven by the arousal content of an affective stimuli. Third, our findings suggest that enhanced error monitoring and facilitated recall of negative words may both reflect responsivity to negative events. More speculatively, they can also indicate that post-error activity of the medial prefrontal cortex may selectively support encoding for negative stimuli and contribute to their privileged access to memory