Multimedia Tools and Applications

, Volume 59, Issue 2, pp 557–577

Sentic Computing for social media marketing


    • Department of Computing Science and MathematicsUniversity of Stirling
  • Marco Grassi
    • Department of Biomedical, Electronic and Telecommunication EngineeringUniversitá Politecnica delle Marche
  • Amir Hussain
    • Department of Computing Science and MathematicsUniversity of Stirling
  • Catherine Havasi
    • MIT Media LaboratoryMassachusetts Institute of Technology

DOI: 10.1007/s11042-011-0815-0

Cite this article as:
Cambria, E., Grassi, M., Hussain, A. et al. Multimed Tools Appl (2012) 59: 557. doi:10.1007/s11042-011-0815-0


In a world in which millions of people express their opinions about commercial products in blogs, wikis, fora, chats and social networks, the distillation of knowledge from this huge amount of unstructured information can be a key factor for marketers who want to create an image or identity in the minds of their customers for their product, brand or organization. Opinion mining for product positioning, in fact, is getting a more and more popular research field but the extraction of useful information from social media is not a simple task. In this work we merge AI and Semantic Web techniques to extract, encode and represent this unstructured information. In particular, we use Sentic Computing, a multi-disciplinary approach to opinion mining and sentiment analysis, to semantically and affectively analyze text and encode results in a semantic aware format according to different web ontologies. Eventually we represent this information as an interconnected knowledge base which is browsable through a multi-faceted classification website.


AISemantic WebKnowledge base managementNLPOpinion mining and sentiment analysis

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© Springer Science+Business Media, LLC 2011