Sentiment analysis – an overview of a technique which can be used in marketing activities



A sentiment analysis, a form of artificial intelligence, is a technique which uses natural language processing (NLP) to ascertain the opinions and emotional tone of the user written content on the online platform. It can be used in any form ranging from determining the sentiments of consumer’s reviews, employee’s feedback, and their social presence for effective marketing of their products and services. Through this article we wish to analyse the existing literature in sentiment analysis field to ascertain it usefulness in the marketing activities.

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