Sentiment analysis as a management tool: a systematic review

Resumen

This study examines how sentiment analysis has established itself as a strategic tool in today's digital environment, particularly as a result of the increasing prominence of social media platforms such as Twitter, Facebook, and Instagram. These platforms produce massive volumes of information that, when properly processed, enable companies to more accurately interpret public perceptions and make data-based decisions. The methodology used was the PICO model, based on a systematic literature review (SLR) extracted from databases such as Scopus. This review identified papers that implement cutting-edge technologies, including big data, machine learning, and specialized algorithms. One of the most important points is the central role of Twitter, whose agile and concise nature facilitates the capture of emotions and trends in real time, making it a privileged source for this type of analysis. The results show how the incorporation of these technological resources allows for the optimization of various organizational areas, from marketing to customer service and crisis management, by offering a more accurate reading of consumer behavior. Thanks to this, companies can anticipate market demands and adapt more flexibly to their constant changes.