Purpose The explosion of internet-generated content, coupled with methodologies such as sentiment analysis, present exciting opportunities for marketers to generate market intelligence on consumer attitudes and brand opinions. The purpose of this paper is to review the marketing literature on online sentiment analysis and examines the application of sentiment analysis from three main perspectives: the unit of analysis, sampling design and methods used in sentiment detection and statistical analysis. Design/methodology/approach The paper reviews the prior literature on the application of online sentiment analysis published in marketing journals over the period 2008-2016. Findings The findings highlight the uniqueness of online sentiment analysis in action-oriented marketing research and examine the technical, practical and ethical challenges faced by researchers. Practical implications The paper discusses the application of sentiment analysis in marketing research and offers recommendations to address the challenges researchers confront in using this technique. Originality/value This study provides academics and practitioners with a comprehensive review of the application of online sentiment analysis within the marketing discipline. The paper focuses attention on the limitations surrounding the utilization of this technique and provides suggestions for mitigating these challenges.

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This study uses a between-subjects experimental design to test the effect of two sales promotion formats (coupon versus markdown) with either high and low face values on consumer attitudes toward the deal, perceived product quality, and purchase intentions. The reputation of the retailer offering the deal is predicted to moderate the relationship between the promotional offer and consumer responses. Consumers perceive product quality to be higher when offered a high value coupon vs. markdown but there is no significant difference in perceived quality across promotion types when the promotion face value is low. When a deep price discount is offered by a retailer with a negative reputation, however, consumers have more favorable attitudes toward the deal and higher purchase intentions when provided with a markdown vs. coupon. Conversely, a high value coupon elicits more favorable evaluations than a markdown when the retailer has a positive reputation. When the value of the promotion is low and the retailer has a positive reputation, consumers have more positive deal attitudes and purchase intentions when offered a markdown vs. coupon. There is no significant difference in the effects of promotion type when the retailer has a negative reputation. The findings therefore establish retailer reputation as an important moderator of sales promotions effectiveness. This research is limited by the use of a single product category and a student sample. Process measures are also needed to validate the proposed theoretical conceptualization. The results provide managers insight into the type and value of the sales promotion to offer based on consumer perceptions of the retailer's reputation in the market.

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