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Advisor(s)
Abstract(s)
O crescimento do digital vai-se evidenciando cada vez mais como sendo um processo irreversível
e como tal, os gestores têm de ter capacidade de adaptação e saber identificar oportunidades para
tirarem melhor proveito destes recursos tecnológicos. Neste sentido, a sentiment analysis é uma
técnica analítica que permite analisar e classificar, através de corpos de textos, a polaridade
(positiva, neutra ou negativa) dum determinando assunto.
À medida que aumenta o volume de informação textual disponível online, esta técnica tem um
grande potencial de aplicação. No entanto, na literatura não se encontram estudos anteriores para
determinar quais são as funções de negócios reais que usam a análise de sentimentos (SA), nem
em que medida/propósitos as fontes de dados são usadas para tal empreendimento e, portanto, é
necessário conhecer as formas de uso da SA na gestão de negócios, para maximizar o seu uso
potencial e os benefícios que vêm com ele.
Este trabalho tem por objetivo explorar e identificar as temáticas em que são aplicadas a
sentiment analysis na gestão de empresas, bem como identificar as principais fontes de dados
para fazer este tipo de análise. Estas temáticas foram enquadradas nas cinco funções básicas da
gestão: administrativa, financeira, de marketing, de produção e de recursos humanos. Para
alcançar isto, o estudo foi conduzido através de revisão sistemática da literatura, conjuntamente
com uma análise bibliométrica e a elaboração de uma proposta de taxonomia. Para a realização
do estudo, foram extraídos 1.151 artigos da Web of Science, provenientes de periódicos e
conferências.
Os resultados sugerem que a SA é maioritariamente utilizada nas funções de marketing e na
financeira, embora também se verifiquem aplicações nas funções administrativa, produção e
recursos humanos, mas de forma residual. Concluiu-se ainda que existem 4 tipos de fontes de
informação: documentação interna, documentação financeira, redes sociais/publica e académica.
It is increasingly evident that the growth of digital technology is becoming an irreversible process, implying that managers must have the ability to adapt and to identify opportunities to make the most of these technological resources. Therefore, sentiment analysis is an analytical technique that allows the analysis and classification of the polarity (positive, neutral, or negative) of a given subject embedded within a text. As the volume of textual information available online increases, this technique has great potential for application. However, no previous studies were found in the literature to determine which actual business functions are using sentiment analysis (SA), nor to what extent or purpose distinct data sources are being used for such an endeavor. Thus, it is necessary to know how SA is being used in business management, to maximize its potential use and the benefits that come along with it. This paper aims to explore and identify the themes for which sentiment analysis is applied in business management, as well as to identify the main data sources for doing this type of analysis. These themes were framed within the five basic business functions: general management, finance, marketing, production and human resources. To achieve the proposed goals, this study underwent a systematic literature review, used a bibliometric analysis, and developed a taxonomy proposal. To conduct the study, 1.151 articles, whether from journals or conferences, were extracted from Web of Science. The results suggest that the SA is mostly used in marketing and finance, there are also applications regarding the other functions, though in a residual way. It was also concluded that there are 4 types of information sources: academic, internal documentation, financial documentation, and social networks/public information.
It is increasingly evident that the growth of digital technology is becoming an irreversible process, implying that managers must have the ability to adapt and to identify opportunities to make the most of these technological resources. Therefore, sentiment analysis is an analytical technique that allows the analysis and classification of the polarity (positive, neutral, or negative) of a given subject embedded within a text. As the volume of textual information available online increases, this technique has great potential for application. However, no previous studies were found in the literature to determine which actual business functions are using sentiment analysis (SA), nor to what extent or purpose distinct data sources are being used for such an endeavor. Thus, it is necessary to know how SA is being used in business management, to maximize its potential use and the benefits that come along with it. This paper aims to explore and identify the themes for which sentiment analysis is applied in business management, as well as to identify the main data sources for doing this type of analysis. These themes were framed within the five basic business functions: general management, finance, marketing, production and human resources. To achieve the proposed goals, this study underwent a systematic literature review, used a bibliometric analysis, and developed a taxonomy proposal. To conduct the study, 1.151 articles, whether from journals or conferences, were extracted from Web of Science. The results suggest that the SA is mostly used in marketing and finance, there are also applications regarding the other functions, though in a residual way. It was also concluded that there are 4 types of information sources: academic, internal documentation, financial documentation, and social networks/public information.
Description
Keywords
Análise Bibliometria Gestão Polaridade Sentimentos Taxonomia