IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i12p7518-d843443.html
   My bibliography  Save this article

The Degree of Adoption of Business Intelligence in Romanian Companies—The Case of Sentiment Analysis as a Marketing Analytical Tool

Author

Listed:
  • David-Florin Ciocodeică

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Raluca-Giorgiana (Popa) Chivu

    (Postdoctoral School, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Ionuț-Claudiu Popa

    (Postdoctoral School, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Horia Mihălcescu

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Gheorghe Orzan

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Ana-Maria (Dumitrache) Băjan

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

Abstract

The structural changes in the public communication space through the advent of the Internet and the further development of online commerce culminate today with the explosion of blockchain techniques and social networks. This communication space was quickly taken over by marketing tools, as demonstrated by the many marketing campaigns dedicated to these new communication channels. The development of online commerce and the emergence of social networks have allowed consumers to efficiently search for brands/products/services, compare them, express their point of view on them, and even give them grades. Due to the explosion of relevant data online, the changing business environment needs attention to interpret and extract relevant information. The application of sentiment analysis to public reaction in the online environment provides the researcher with how the authors of the analyzed texts (clients/beneficiaries) express themselves regarding the studied reference (product/service/organization/social theme and a feature of them). Along with the other metrics present in marketing, including digital marketing, the reports in the analysis panels of google analytics and social networks, sentiment analysis instantly provides the general and competitive context in which the product/service/theme evolves. In this article, two types of research have been conducted to highlight the benefits felt, but also the degree of knowledge, implementation, and use of sentiment analysis in online marketing analysis. One of the types of research was qualitative, carried out on 10 participants (specialists in the field of marketing), with the help of an interview guide. Qualitative research aims to find out the level of knowledge of sentiment analysis and the general degree of digitalization of Romanian companies, an indicator considered critical in the new post-pandemic business environment. The second research was quantitative and used to develop analysis by structural equations. For this, a questionnaire applied to a sample of 108 respondents was used. Through the analysis by structural equations, a conceptual model was developed that presents the main factors that are related to others and that contribute to the satisfaction of the users of the analysis of feelings for obtaining marketing data.

Suggested Citation

  • David-Florin Ciocodeică & Raluca-Giorgiana (Popa) Chivu & Ionuț-Claudiu Popa & Horia Mihălcescu & Gheorghe Orzan & Ana-Maria (Dumitrache) Băjan, 2022. "The Degree of Adoption of Business Intelligence in Romanian Companies—The Case of Sentiment Analysis as a Marketing Analytical Tool," Sustainability, MDPI, vol. 14(12), pages 1-20, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:7518-:d:843443
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/12/7518/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/12/7518/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Berthon, Pierre R. & Pitt, Leyland F. & McCarthy, Ian & Kates, Steven M., 2007. "When customers get clever: Managerial approaches to dealing with creative consumers," Business Horizons, Elsevier, vol. 50(1), pages 39-47.
    2. Muñiz Jr., Albert M. & Schau, Hope Jensen, 2011. "How to inspire value-laden collaborative consumer-generated content," Business Horizons, Elsevier, vol. 54(3), pages 209-217, May.
    3. Sommarberg, Matti & Mäkinen, Saku J., 2019. "A method for anticipating the disruptive nature of digitalization in the machine-building industry," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 808-819.
    4. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    5. Gheorghe ORZAN & Otilia-Elena PLATON & Cristian Dragos STEFĂNESCU & Mihai ORZAN, 2016. "Conceptual Model Regarding The Influence Of Social Media Marketing Communication On Brand Trust, Brand Affect And Brand Loyalty," ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH, Faculty of Economic Cybernetics, Statistics and Informatics, vol. 50(1), pages 141-156.
    6. Prabowo, Rudy & Thelwall, Mike, 2009. "Sentiment analysis: A combined approach," Journal of Informetrics, Elsevier, vol. 3(2), pages 143-157.
    7. Ribeiro-Navarrete, Samuel & Botella-Carrubi, Dolores & Palacios-Marqués, Daniel & Orero-Blat, Maria, 2021. "The effect of digitalization on business performance: An applied study of KIBS," Journal of Business Research, Elsevier, vol. 126(C), pages 319-326.
    8. Meena Rambocas & João Gama, 2013. "Marketing Research: The Role Of Sentiment Analysis," FEP Working Papers 489, Universidade do Porto, Faculdade de Economia do Porto.
    9. Mahmoud Yasin & Lucia Porcu & Francisco Liébana-Cabanillas, 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Horia Mihalcescu & Ana-Maria Dumitrache (Bajan) & Gheorghe Orzan, 2022. "Impact of Digitization and Big Data on Romanian Companies - a Qualitative Research," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 126-132, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wu, Chih-Wen & Botella-Carrubi, Dolores & Blanco-González-Tejero, Cristina, 2024. "The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs)," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    2. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    3. Kashif Farhat & Sany Sanuri Mohd Mokhtar & Salniza Md. Salleh, 2020. "Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(2), pages 147-168.
    4. Juan Jung & Gonzalo Gómez-Bengoechea, 2022. "A literature review on firm digitalization: drivers and impacts," Studies on the Spanish Economy eee2022-20, FEDEA.
    5. Christian Arnold & Kai-Ingo Voigt, 2019. "Determinants of Industrial Internet of Things Adoption in German Manufacturing Companies," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1-21, October.
    6. Philippe Cohard, 2020. "Information Systems Values: A Study of the Intranet in Three French Higher Education Institutions," Post-Print hal-02987225, HAL.
    7. Awni Rawashdeh, 2013. "Study Toward The Understanding Of Behavioral Intention To Use A Customer Relationship Management (Crm) Systems," Far East Journal of Psychology and Business, Far East Research Centre, vol. 12(1), pages 1-11, September.
    8. Oleg Curbatov, 2013. "The 'Knowledge Marketing': A New Trend In A Management Science World," Post-Print hal-01509370, HAL.
    9. Melih Engin & Fatih Gürses, 2019. "Adoption of Hospital Information Systems in Public Hospitals in Turkey: An Analysis with the Unified Theory of Acceptance and Use of Technology Model," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1-19, October.
    10. Hasan, Rajibul & Lowe, Ben & Petrovici, Dan, 2020. "Consumer adoption of pro-poor service innovations in subsistence marketplaces," Journal of Business Research, Elsevier, vol. 121(C), pages 461-475.
    11. Morosan, Cristian, 2016. "An empirical examination of U.S. travelers’ intentions to use biometric e-gates in airports," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 120-128.
    12. Tsung Teng Chen, 2012. "The development and empirical study of a literature review aiding system," Scientometrics, Springer;Akadémiai Kiadó, vol. 92(1), pages 105-116, July.
    13. Lawrence Bunnell & Kweku-Muata Osei-Bryson & Victoria Y. Yoon, 0. "RecSys Issues Ontology: A Knowledge Classification of Issues for Recommender Systems Researchers," Information Systems Frontiers, Springer, vol. 0, pages 1-42.
    14. Yuanyuan Lou & Ahreum Hong & Yannan Li, 2024. "Assessing the Role of HRM and HRD in Enhancing Sustainable Job Performance and Innovative Work Behaviors through Digital Transformation in ICT Companies," Sustainability, MDPI, vol. 16(12), pages 1-18, June.
    15. Issa Mohamed Al Dafaei & Zurida Ismail & Mohd Ali Samsudin & Firas Jalal Shakir, 2013. "The Mediating Effect of Self-Efficacy towards the Relationship Between Attitudes And Level of Use Towards Instructional Computer Technology in Oman," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 3(12), pages 2382-2398, December.
    16. Abdesamad Zouine & Pierre Fenies, 2014. "The Critical Success Factors Of The ERP System Project: A Meta-Analysis Methodology," Post-Print hal-01419785, HAL.
    17. Debora Bettiga & Lucio Lamberti & Emanuele Lettieri, 2020. "Individuals’ adoption of smart technologies for preventive health care: a structural equation modeling approach," Health Care Management Science, Springer, vol. 23(2), pages 203-214, June.
    18. Mbassi, Christophe Martial & Messono, Omang Ombolo, 2023. "Historical technology and current economic development: Reassessing the nature of the relationship," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    19. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    20. Luke Butcher & Ian Phau & Min Teah, 2016. "Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status?," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 701-715, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:7518-:d:843443. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.