The need for brand sentiment analysis: Artificial intelligence tech-driven and non–artificial intelligence approaches in marketing communication

Courses: Integrated Marketing Communication Research, Corporate Marketing Communication. Objectives: The role of sentiment analysis in marketing and corporate communication is increasingly important today, as many brands strive to understand public perception. This activity provides students with the opportunity to practice performing sentiment analysis on content—first using a human, non–artificial intelligence (AI) approach and then utilizing an AI-based method, with AI tools serving as supportive resources.