Visiting Scholar Research Seminar

Visiting Scholar Research Seminar

Unveiling What Is Written in the Stars: Analyzing Explicit, Implicit, and Discourse Patterns of Sentiment in Social Media

Deciphering consumers’ sentiment expressions from big data (e.g., online reviews, Facebook posts, tweets, etc.) has become a managerial priority to monitor product and service evaluations. However, sentiment analysis, the process of automatically distilling sentiment from text, provides little insight regarding the language granularities beyond the use of positive and negative words. Drawing on speech act theory, this research provides a more granular analysis of the implicit and explicit language used by consumers to express sentiment in text. This research contributes to the extant literature on consumer sentiment analysis by offering a more nuanced understanding of consumer sentiments and their implications.

Event Details

Wednesday 29 November 2017
2:00 pm - 3:30 pm
Seminar Room 523, Building E4A
Friday 24 November 2017

The Speaker


Professor Dr Martin Wetzels is Professor in Marketing and Supply Chain Research at the School of Business and Economics, Maastricht University, the Netherlands. His main research interests are services marketing, marketing research and analytics, B2B marketing, marketing channels and social media and digital marketing. 

His work has resulted in more than 90 articles in leading, international journals, such as, MIS Quarterly, Journal of Marketing, Management Science, Journal of Operations Management, Journal of Consumer Research, Accounting, Organizations and Society, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Information & Management, Long Range Planning, Industrial Marketing Management, Journal of Product Innovation Management, Journal of Consumer Psychology, Journal of Management Studies, Journal of Business Research, Psychology and Marketing, Marketing Letters, European Journal of Marketing, and International Journal of Research in Marketing. 

He has contributed more than 130 papers to conference proceedings and presentations. His work has received more than 14000 citations on Google Scholar resulting in a h-index of 49 and a g-index of 119, putting him in the Top 1% (full) Marketing Professors on the basis of a Google Scholar benchmark for the top 500 universities in USA, Canada, UK, New Zealand and Australia (cf. Soutar et al., 2015). 

He serves on the editorial review board of ten leading, international journals and actively reviews for numerous international journals and he chaired a number of international conferences, such as IPSERA and SERVSIG. He has supervised more than twenty PhDs on a wide variety of marketing related topics. 

His current research interests focus on digital marketing, social media and new technologies in marketing. He is currently research theme leader for the SBE research theme Data-Driven Decision-Making (D3M).


Thank you for your interest in the Visiting Scholar Research Seminar. All available spaces have now been allocated.

Please keep an eye out for further seminars in 2018.

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