Employing Natural Language Processing as Artificial Intelligence for Analyzing Consumer Opinion Toward Advertisement
Huilin Sun1, Muhammad Zeeshan Zafar2, Naveed Hasan3
1Business School, Shandong Jianzhu University, Jinan, China.
Frontiers in Psychology
|June 30, 2022
Summary
Artificial intelligence (AI) helps analyze consumer sentiment towards products like the Samsung Galaxy. AI reveals that Pakistani consumers focus on emotion and attention, while global consumers consider emotion, attention, and cognition in their preferences.
Area of Science:
- Digital Marketing
- Consumer Psychology
- Artificial Intelligence Applications
Background:
- Technology integration in business necessitates new marketing strategies.
- Artificial intelligence (AI) is transforming consumer media habits and advertising models.
- E-commerce growth demands advanced advertising approaches beyond traditional methods.
Purpose of the Study:
- To explore the role of AI in analyzing consumer sentiment (attention, emotion, cognition) for product advertising.
- To understand consumer preferences for the Samsung Galaxy based on sentiment analysis.
- To establish implications of consumer sentiment for product advertisement strategies.
Main Methods:
- Utilized AI to analyze consumer attention, cognition, and emotion.
- Employed a Think-aloud procedure for data analysis.
- Analyzed datasets of 30,877 international tweets and 26,834 Pakistani tweets regarding the Samsung Galaxy.
- Used NVivo software for thematic analysis and generating word clouds.
Main Results:
- Pakistani consumer attachment to Samsung products is driven by emotion and attention to features.
- Global consumer preferences for Samsung products are influenced by emotion, attention, and cognition.
- Sentiment analysis revealed distinct consumer preference drivers between Pakistani and international markets.
Conclusions:
- AI provides valuable insights into consumer preferences for mobile devices.
- Understanding regional consumer sentiment variations enables targeted advertising campaigns.
- Cellular companies can leverage AI-driven insights to develop consumer-oriented products and highlight attractive features in advertisements.
Keywords:
PakistanThink-aloudattentioncognitionemotionproduct advertisementqualitative researchtweetsMore Related Videos
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