Análise de Sentimento na Área de Gestão e Negócios: Uma Visão Geral e Proposta de Agenda de Pesquisa

DOI: https://doi.org/10.4025/rimar.v14i2.67334

Abstract

O objetivo deste estudo é investigar o conteúdo de artigos publicados em periódicos entre os anos de 2018 e 2022 sobre análise de sentimento aplicada na área de gestão e negócios. Nosso estudo está fundamentado na aprendizagem de memória, cultura e subcultura, propagandas e marcas. Por meio de um estudo bibliométrico, analisamos 186 artigos publicados em periódicos da área de gestão e negócios. Neste processo, foi definido o recorte temporal de 2018 a 2022 para identificar os estudos atuais sobre análise de sentimento e mostrar como esse campo de pesquisa evoluiu. Apresentamos o panorama global das pesquisas científicas realizadas na área de gestão e negócios utilizando a técnica de análise de sentimento. Diversas abordagens foram destacadas neste estudo, explorando o conteúdo gerado por consumidores nas mídias sociais, destacando o setor hoteleiro, indústria alimentícia, instituições de ensino, hospital entre outros. E ainda, insights para pesquisas futuras que possam envolver outras temáticas além das que foram encontradas neste estudo bibliométrico. Esta pesquisa sugere que a técnica análise de sentimento seja aplicada em temas que ainda não a exploraram, como aprendizagem de memória, cultura e subcultura e propaganda e marcas.

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Author Biographies

Celyce de Sousa Gonçalves Lula, Universidade Federal de Goiás

Doutoranda em Administração pelo PPGADM/UFG. Mestre em Administração. Especialista em Gestão de Pessoas e Marketing. Graduada em Administração. Professora efetiva do Instituto Federal de Ciências e Tecnologia, IFG - Câmpus Inhumas, dedicação exclusiva. Membro associada ao ADMKT - Grupo de Ensino, Pesquisa e Extensão em Marketing e Data Analytics (https://adm.face.ufg.br). Realiza pesquisas com ênfase em Marketing, Comportamento do Consumidor, Cultura e Consumo e Bem-estar no trabalho.

Ricardo Limongi, Faculdade de Administração, Ciências Contábeis e Economia (FACE) na Universidade Federal de Goiás

Doutor em Administração na linha de Estratégias de Marketing pela EAESP/FGV, com estágio doutoral na Cornell University sob supervisão de Vithala Rao. Pós doutorado em Economia Comportamental aplicada ao Marketing pela UnB e Pós doutorado em Machine Learning aplicado ao Marketing pela UFRGS. Professor Adjunto IV na Universidade Federal de Goiás (UFG). Professor Permanente no Programa de Pós Graduação em Administração na UFG e UFU. Coordenador do MBA em Marketing Estratégico. Professor Visitante e coordenador do projeto interinstitucional de colaboração na Universidade Santiago do Chile (USACH). Lidera tema de pesquisa na Divisão de Marketing desde 2019 na Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) e desde 2021 no EMPRAD. Possui formação complementar em Estatística Espacial, Data Science e Machine Learning. Suas pesquisas já foram, indicadas e/ou premiadas, pela base de dados internacional Emerald (2015/2017) e eventos científicos como SEMEAD (2013) e EMA (2014/2018). Teve projetos aprovados em Editais Científicos pela Fundação de Amparo à Pesquisa do Estado de Goiás (FAPEG) e CNPq. É membro do corpo editorial da PLOS One. Seus temas de interesse são: Desempenho Aplicado ao Marketing, nível empresa ou consumidor; Marketing Analytics e Machine Learning. Coordena o ADMKT - Laboratório de Pesquisa em Marketing e Data Analytics (https://admkt.face.ufg.br), certificado pelo CNPq, desde o ano de 2012.

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Published
2024-12-06
How to Cite
Lula, C. de S. G., & Limongi, R. (2024). Análise de Sentimento na Área de Gestão e Negócios: Uma Visão Geral e Proposta de Agenda de Pesquisa. Revista Interdisciplinar De Marketing, 14(2), 161-182. https://doi.org/10.4025/rimar.v14i2.67334
Issue
Vol 14 No 2 (2024): julho-dezembro
Section
Artigos

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