Anais
Resumo do trabalho
Marketing · Redes Sociais Mediadas, Ambientes e Dispositivos Digitais
Título
Between Data and Emotions: A Systematic Review on the Use of Sentiment Analysis in IVAs
Palavras-chave
Sentiment Analysis
Intelligent Virtual Assistants
Systematic Literature Review
Autores
-
Thayanne Lima Duarte PontesUNIVERSIDADE DE FORTALEZA (UNIFOR)
-
Paulo Alexandre de Oliveira Duarte
-
Susana C. SilvaUniversidade Católica Portuguesa
Resumo
Introdução
Intelligent Virtual Assistants (IVAs) are increasingly integrated into daily life, offering convenience, personalization, and automation through machine learning (Jones, 2018; Chattaraman et al., 2019). These systems enable hands-free interaction and smart environments, enhancing user experience. Emotions such as joy or frustration emerge from perceived usability, shaping attitudes and reinforcing IVAs’ strategic role in consumer-brand interactions (Ekman, 1992; Kumar et al., 2020).
Problema de Pesquisa e Objetivo
Despite the growing number of studies on IVAs and sentiment analysis, no systematic review integrates both domains. Existing reviews remain fragmented, addressing isolated issues like privacy, sustainability, or consumer behavior (Buil-Gil et al., 2023; Manzo et al., 2024). This study aims to map the intellectual structure and development of sentiment analysis applied to IVAs using the SPAR-4-SLR protocol and bibliometric techniques to identify trends, gaps, and future research opportunities.
Fundamentação Teórica
Research on IVAs intersects Technology Adoption and Affective Computing. Traditional models (TAM, UTAUT) stress perceived usefulness and ease of use but omit affective dynamics (Chattaraman et al., 2019). Affective Computing shows that emotions—joy, surprise, frustration—shape system evaluations (Ekman, 1992; Parrott, 2001). Machine learning–driven personalization enhances user engagement yet raises “Privacy Paradox” tensions, requiring trust and anthropomorphism (Maier et al., 2023). Cultural discourse also shapes acceptance (Arifin & Lennerfors, 2022).
Discussão
From 88 articles analyzed, 56% were published after 2022, indicating recent growth. Political Psychology leads in citations, while Computers in Human Behavior is most prolific. Key authors like Lopatovska and Dizon contribute significantly. Keyword mapping revealed four clusters: (1) human-IVA interaction, trust, privacy; (2) AI and NLP in user experience; (3) opinion mining and predictive models; and (4) social and ethical implications. MCA showed divergence between technical and sociocultural approaches and revealed new trends like “social conformity”.
Conclusão
This review systematically connects sentiment analysis and IVA research using a multimethod bibliometric approach. It highlights the field’s evolution, key contributions, and structural gaps, proposing a reconceptualization of IVAs as socio-emotional agents. By mapping the intersection of affective, ethical, and technological dimensions, the study advances theoretical understanding and sets directions for integrated models that go beyond functionalist views of technology adoption.
Contribuição / Impacto
Theoretical: Expands adoption models by incorporating affective, ethical, and social factors—trust, privacy, anthropomorphism. Bridges Affective Computing and consumer behavior.
Managerial: Informs empathetic design, ethical data practices, and predictive analytics for real-time consumer insight. Enhances strategic use of IVAs in brand engagement, reinforcing their role as emotionally intelligent brand interfaces.
Managerial: Informs empathetic design, ethical data practices, and predictive analytics for real-time consumer insight. Enhances strategic use of IVAs in brand engagement, reinforcing their role as emotionally intelligent brand interfaces.
Referências Bibliográficas
Chattaraman, V., Kwon, W.-S., Gilbert, J.E. and Ross, K. (2019), “Should AI-Based, conversational digital assistants employ social- or task-oriented interaction style?”, Computers in Human Behavior, Vol. 90, pp. 315–330.
De Keyser, A., Köcher, S., Alkire (née Nasr), L., Verbeeck, C. and Kandampully, J. (2019), “Frontline Service Technology infusion: conceptual archetypes and future research directions”, Journal of Service Management, Vol. 30 No. 1, pp. 156–183.
Ekman, P. (1992), “An argument for basic emotions”, Cognition and Emotion, Vol. 6 No. 3–4, pp. 169–200.
De Keyser, A., Köcher, S., Alkire (née Nasr), L., Verbeeck, C. and Kandampully, J. (2019), “Frontline Service Technology infusion: conceptual archetypes and future research directions”, Journal of Service Management, Vol. 30 No. 1, pp. 156–183.
Ekman, P. (1992), “An argument for basic emotions”, Cognition and Emotion, Vol. 6 No. 3–4, pp. 169–200.