Evaluation of studies on the use of sentiment analysis method in the field of marketing

The aim of this study is to examine the sentiment analysis method and reveal the possibilities of use in the field of marketing. In the study, the emotion analysis method among artificial intelligence research methods will be examined and its adequacy in explaining consumer behavior will be discussed. The use of alternative methods in marketing research has increased recently. In both academic and business life, experts turn to qualitative methods along with statistical methods in order to better understand consumer behavior. On the other hand, artificial intelligence and the industry 4.0 system allow businesses to collect and report more systematic and up-to-date data. At this point, the sentiment analysis method is one of the most important analysis methods that is increasingly used in the field of marketing. Therefore, it is important to understand the use of sentiment analysis, its contribution to research areas and how accurately it can detect consumer behavior.