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MAS: A Corpus of Tweets for Marketing in Spanish

  • María Navas-Loro
  • Víctor Rodríguez-Doncel
  • Idafen Santana-Pérez
  • Alba Fernández-Izquierdo
  • Alberto Sánchez
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11155)

Abstract

This paper presents a corpus of tweets in Spanish language which were manually tagged for marketing purposes. The used tags describe three aspects of the text of each Twitter post. First, the emotions a brand caused to the author from among a taxonomy of emotions designed by marketing experts. Also, whether it mentioned any element of the marketing mix (including various relevant marketing concepts such as price or promotion). Finally, the position of the author of the tweet with respect to the acquisition process (or purchase funnel). Each Twitter post is related to only one brand, which is also indicated in the corpus. The corpus presented in this article is published in a machine-readable format as a collection of RDF documents with links to additional external information. The paper also includes details on the used vocabulary and the tagging criteria, as well as a description of the annotation process followed to tag the tweets.

Keywords

Corpus Marketing Marketing mix Sentiment analysis NLP Purchase funnel Emotion analysis 

Notes

Acknowledgments

This work has been partially supported by LPS-BIGGER (IDI-20141259), esTextAnalytics project (RTC-2016-4952-7), a Predoctoral grant by the Consejo de Educación, Juventud y Deporte de la Comunidad de Madrid partially founded by the European Social Fund, two Predoctoral grants from the I+D+i program of the Universidad Politécnica de Madrid and a Juan de la Cierva contract. We would also want to thank Pablo Calleja for his help in corpora statistics extraction.

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Copyright information

© Springer Nature Switzerland AG 2018

Authors and Affiliations

  1. 1.Ontology Engineering GroupUniversidad Politécnica de MadridMadridSpain
  2. 2.Havas MediaMadridSpain

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