A product reputation framework based on social multimedia content

摘要

Purpose - The purpose of this paper is to bring together the textual and multimedia opinions, since the use of social data has become the new trend that enables to gather the product reputation traded in social media. Integrating a product reputation process into the companies' strategy will bring several benefits such as helping in decision-making regarding the current and the new generation of the product by understanding the customers' needs. However, image-centric sentiment analysis has received much less attention than text-based sentiment detection. Design/methodology/approach - In this work, the authors propose a multimedia content-based product reputation framework that helps in detecting opinions from social media. Thus, in this case, the analysis of a certain publication is made by combining their textual and multimedia parts. Findings - To test the effectiveness of the proposed framework, a case study based on YouTube videos has been established, as it brings together the image, the audio and the video processing at the same time. Originality/value - The key novelty is the implication of multimedia content in addition of the textual one with the goal of gathering opinions about a certain product. The multimedia analysis brings together facial sentiment detection, printed text analysis, opinion detection from speeches and textual opinion analysis.