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ABSTRACT: Recent studies have shown that most of our purchasing choices and decisions are the result of a careful analysis of the advantages and disadvantages and of affective and emotional aspects. Psychological literature recognizes that the emotional conditions are always present and influence every stage of decision-making in purchasing process. Consumers establish with company brands an overall emotional relationship and express, also with web technologies, reviews and suggestions on product/service. In our department we have developed an original algorithm of sentiment analysis to extract emotions from online customer opinions. With this algorithm we have obtained good results to polarize this opinions in order to reach strategic marketing goals.
Key words: emotions, emotional marketing, emotional brand, emotions measurement, sentiment analysis.
JEL codes: M31
(ProQuest: ... denotes formulae omitted.)
Introduction
Nowadays, on customer purchasing, emotional factors are importants as classic functional aspects of product/service. Enterprises with their marketing operations try to arouse the emotions for tying the customer to brand of the company (emotional marketing). Companies adapt their business strategies to technological evolution changing. Enterprise wants to establish with the customer an emotional channel of trust and mutual collaboration. In some cases the customer works to create and design the product. With the explosion of Web 2.0, customers write their emotional opinions using several media channels (text, images, audio and video). It is interesting to analyze and process these emotions by specific software. In my department we have extract emotions from sentences included in opinions on product/service that customer express in virtual communities. We extract emotion from single word and from an entire sentence. We are also studying the emotions that can be extracted from the facial expressions.
This paper is organized as follows: in the next section is shown the literature review while in the third section we give a detailed description of the emotions and their importance in purchasing process. In the fourth section our research method for extract emotions from textual sources is discussed. The fifth and sixth sections are useful to show algorithm, experimental planning and the results. In the last section we describe scientific approach to measure facial emotions. Finally some conclusions are drawn.
Literature review
In the past, since Aristotle, many efforts have been made to emphasize the emotionalism...