Employing Natural Language Processing as Artificial Intelligence for Analyzing Consumer Opinion Toward Advertisement

doi: 10.3389/fpsyg.2022.856663.

eCollection 2022.


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Huilin Sun et al.

Front Psychol.



With the advent and integration of technology in business, marketers started investing in numerous media platforms to influence the consumer’s sentiments. Artificial intelligence has been proved as one of the innovative tools of digitalization to change consumer’s media habits. Owing to the growing trends of e-commerce, the traditional advertising model is insufficient. Therefore, advertisers are taking advantage of artificial intelligence technology to meet current requirements. Thus, a deeper understanding of product advertisement with reference to consumer sentiments and its implications need to be established. The current research depicts the contribution of artificial intelligence to analyze the consumers’ attention, cognition, and emotion. The target product was Samsung Galaxy. Researcher of the current study has employed Think-aloud procedure for data analysis. Tweets dataset was divided into 2 categories. For international consumers’ sentiments 30,877 tweets whereas for Pakistani consumers’ sentiments tweets dataset was 26,834. For data analysis, authors used Nvivo for generating theme. The Nvivo produced word cloud. The word cloud generated with Pakistani tweets revealed that consumer attachment with Samsung product is based on emotional and attention and the preferred features of Samsung products are linked with emotional and attention. In contrary to that rest of the world tweets unfolded that emotion, attention, and cognition make consumer preferences while selecting Samsung products. This study is useful to the cellular companies for targeting across the world population. The consumer preference varies while selecting cell phones. This study will provide a better idea to cell phone companies for manufacturing consumer oriented cell phones to get better results. Moreover, future research should add more countries separate data and generate a comparative study between developed countries consumer and developing countries consumer preferences. In addition to companies with better insights of consumer can highlight the most attractive features of cell phone in their advertisements.


Pakistan; Think-aloud; attention; cognition; emotion; product advertisement; qualitative research; tweets.

Conflict of interest statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

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