Pythagoras Petratos and Mina Giannoula 2024. Transformer-based AI for Sentiment Analysis in Marketing. ACMLC 2024: 2024 6th Asia Conference on Machine Learning and Computing. Bangkok, Thailand 26 - 28 Jul 2024 Association for Computing Machinery (ACM). https://doi.org/10.1145/3690771.3690795
| Title | Transformer-based AI for Sentiment Analysis in Marketing |
|---|---|
| Authors | Pythagoras Petratos and Mina Giannoula |
| Type | Conference paper |
| Abstract | Previous research has found that sentiment analysis is the focus of Artificial Intelligence (AI). Nevertheless, a limited number of studies exist on advanced AI applications. First, this study contributes to this limited literature. It is argued that Transformer Architecture has initiated a new phase in AI and sentiment analysis. We contribute to this argument by providing evidence that transformer-based AI provides better performance and capabilities. We do so by systematically reviewing and analyzing the applications of Transformer-based models for sentiment analysis. The focus of this paper lies in the broader marketing field. In addition, marketing is one of the most essential fields in business. The choice of marketing in examining Transformer-based sentiment analysis constitutes a novelty. Using the PRISMA methodology we reviewed 481 papers. Only eight papers fulfill the criteria. It is a somewhat surprising finding that so few papers have applications of Transformer-based AI for sentiment analysis in marketing. Most papers follow older AI methods (i.e., Recurrent Neural Networks, Convolutional Neural Networks, etc.). This leaves a gap in this area, and we examine novel trends and directions for future research. |
| Year | 2024 |
| Conference | ACMLC 2024: 2024 6th Asia Conference on Machine Learning and Computing |
| Publisher | Association for Computing Machinery (ACM) |
| Publisher's version | License CC BY-NC 4.0 File Access Level Open (open metadata and files) |
| Publication dates | |
| Published | 26 Jul 2024 |
| Published | 05 Mar 2025 |
| Journal citation | pp. 177-185 |
| Book title | ACMLC '24: Proceedings of the 2024 6th Asia Conference on Machine Learning and Computing |
| ISBN | 9798400710018 |
| Digital Object Identifier (DOI) | https://doi.org/10.1145/3690771.3690795 |
| Web address (URL) | https://doi.org/10.1145/3690771.3690795 |