Nowadays, firms have realized the importance of Big Data, highlighting the need for understanding the current state of marketing practice with respect to Big Data analytics. Among the different sources of Big Data, User-Generated Content (UGC) is one of the most important ones. From blogs to social media and online reviews, consumers generate huge amounts of brand related information that have a decisive potential business value in targeted advertising, customer engagement or brand communication, among others. In the same line, previous empirical findings show that UGC has significant effects on brand images, purchase intentions, and sales. It plays an important role for customers' potential buying decisions. Thus, mining and analysing UGC data such as comments and sentiments might be useful for firms. Particularly, brand management can be one area of interest, as online reviews might have an influence on brand image and brand positioning. Within this context, as well as the quantitative star score usual in this UGC, in which the buyers rate the product, a recent stream of research employs Sentiment Analysis (SA) tools with the aim of examining the textual content of the review and categorizing buyers' opinions. While certain SA split the comments into two classes (negative or positive), other incorporate more sentiment classes. However, the review can have phrases with different polarities because the user can have different experiences and sentiments about each feature of the product. Finding the polarity of each feature can be interesting for the decision makers of a product. In this paper, we consider that although these two scores (star and sentiment) are related, the sentiment score highlights extra information not detailed in the star score, which is crucial to be extracted in order to have better criteria of comparison between products. Moreover, we mine the positive and negative features of the products analysing the sentiment.

User-generated content about brands is an important source of big data that can be transformed into valuable information. A huge number of items are reviewed and rated by consumers on a daily basis, and managers have a keen interest in real-time monitoring of this information to improve decision-making. The main challenge is to mine reliable textual consumer opinions, and automatically use them to rate the best products or brands. We propose a framework to automatically analyse these reviews, transforming negative and positive user opinions in a quantitative score. Sentiment analysis was employed to analyse online reviews on Amazon. The Fake Review Detection Framework—FRDF— detects and removes fake reviews using Natural Language Processing technology. The FRDF was tested on reviews of products from high-tech industries. Brands were rated according to consumer sentiment. The findings demonstrate that brand managers and consumers would find this tool useful, in combination with the 5-Star score, for more comprehensive decision-making. For instance, the FRDF ranks the best products by price alongside their respective sentiment value and the 5-Star score.

E-learning is a response to the new educational needs of society and an important development in information and communication technologies because it represents the future of the teaching and learning processes. However, this trend presents many challenges, such as the processing of online forums which generate a huge number of messages with an unordered structure and a great variety of topics. These forums provide an excellent platform for learning and connecting students of a subject but the difficulty of following and searching the vast volume of information that they generate may be counterproductive. The main goal of this paper is to review the approaches and techniques related to online courses in order to present a set of learning analytics techniques and a general architecture that solve the main challenges found in the state of the art by managing them in a more efficient way: 1) efficient tracking and monitoring of forums generated; 2) design of effective search mechanisms for questions and answers in the forums; and 3) extraction of relevant key performance indicators with the objective of carrying out an efficient management of online forums. In our proposal, natural language processing, clustering, information retrieval, question answering, and data mining techniques will be used.

E-learning is a response to the new educational needs of society and an important development in information and communication technologies because it represents the future of the teaching and learning processes. However, this trend presents many challenges, such as the processing of online forums which generate a huge number of messages with an unordered structure and a great variety of topics. These forums provide an excellent platform for learning and connecting students of a subject but the difficulty of following and searching the vast volume of information that they generate may be counterproductive. The main goal of this paper is to review the approaches and techniques related to online courses in order to present a set of learning analytics techniques and a general architecture that solve the main challenges found in the state of the art by managing them in a more efficient way: 1) efficient tracking and monitoring of forums generated; 2) design of effective search mechanisms for questions and answers in the forums; and 3) extraction of relevant key performance indicators with the objective of carrying out an efficient management of online forums. In our proposal, natural language processing, clustering, information retrieval, question answering, and data mining techniques will be used.

Companies have realized the importance of big data in creating a sustainable competitive advantage, and user-generated content (UGC) represents one of big data's most important sources. From blogs to social media and online reviews, consumers generate a huge amount of brand-related information that has a decisive potential business value for marketing purposes. Particularly, we focus on online reviews that could have an influence on brand image and positioning. Within this context, and using the usual quantitative star score ratings, a recent stream of research has employed sentiment analysis (SA) tools to examine the textual content of reviews and categorize buyer opinions. Although many SA tools split comments into negative or positive, a review can contain phrases with different polarities because the user can have different sentiments about each feature of the product. Finding the polarity of each feature can be interesting for product managers and brand management. In this paper, we present a general framework that uses natural language processing (NLP) techniques, including sentiment analysis, text data mining, and clustering techniques, to obtain new scores based on consumer sentiments for different product features. The main contribution of our proposal is the combination of price and the aforementioned scores to define a new global score for the product, which allows us to obtain a ranking according to product features. Furthermore, the products can be classified according to their positive, neutral, or negative features (visualized on dashboards), helping consumers with their sustainable purchasing behavior. We proved the validity of our approach in a case study using big data extracted from Amazon online reviews (specifically cell phones), obtaining satisfactory and promising results. After the experimentation, we could conclude that our work is able to improve recommender systems by using positive, neutral, and negative customer opinions and by classifying customers based on their comments.