Abstract
Purpose: This paper provides a comprehensive review of current methods, progress, and open challenges in Sentiment Analysis (SA)—a computational discipline for extracting and interpreting opinions, sentiments, and emotions from text. It aims to identify the limitations of existing approaches and explore pathways toward more generalizable, explainable, and ethically robust sentiment analysis models.
Design/Methodology/Approach: The study synthesizes insights from a tertiary review (Lighart et al., 2021), which aggregates findings from 14 systematic literature reviews and mapping studies, and a domain-specific review (Sweta, 2024) focusing on SA in educational contexts. A thematic analysis integrates methodological evolution, major challenges, and emerging trends to produce a consolidated overview of the field’s trajectory.
Findings: Results indicate a clear shift from lexicon-based and traditional machine learning approaches to deep learning and transformer-based architectures (e.g., LSTM, CNN, BERT, GPT). Despite significant progress, persistent issues remain—such as domain and language dependency, contextual subtlety (sarcasm, irony), data imbalance, lack of explainability, and ethical concerns regarding privacy. New trends, including cross-domain transfer learning, explainable AI (XAI), multimodal sentiment analysis, and real-time processing, hold promise for overcoming these barriers.
Research Limitations/Implications: The review highlights the need for standardized datasets, cross-lingual benchmarks, and interdisciplinary collaboration between NLP researchers and domain experts to enhance model robustness and ethical compliance.
Originality/Value: By integrating high-level evidence from tertiary research with practical insights from domain-specific studies, this paper outlines the current landscape and future directions for building generalizable, transparent, and ethically grounded sentiment analysis systems.
References
Abu-Rahme, M. O., Abu-Loghod, N. A., Omeish, F., Alharthi, S., Joudeh, K. J., & Joudeh, J. M. (2025). Investigating the Impact of Misleading Information via Social Media Platforms on the Trust and Image of Beauty and Skincare Companies, as Perceived by Customers. Journal of Posthumanism, 5(1), 569–584. https://doi.org/10.63332/joph.v5i1.593
Ahmed, M. A. A., & Othman, A. K. B. (2024). False advertising and consumer online purchase behaviour. Journal of Emerging Economies and Islamic Research, 12(2), 1521. : https://doi.org/10.24191/jeeir.v12i2.1521
Bomi, Lee & Michelle, Childs. (2021). Building Consumer Trust in Cosmetic Advertisements: The Effect of Model Ethnicity and Brand Origin. International Journal of Marketing Studies. 13. 12-12. http://dx.doi.org/10.5539/ijms.v13n2p12
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32. https://doi.org/10.1016/j.techfore.2018.11.025
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Darke, P. R., & Ritchie, R. J. B. (2007). The defensive consumer: Advertising deception, defensive processing, and distrust. Journal of Marketing Research, 44(1), 114-127. https://doi.org/10.1509/jmkr.44.1.114
Friedman, N. (2024). Selling beauty: Ethical implications of skincare advertising. Journal of Business Ethics, 177(3), 1–15
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with ournal of Consumer Research, Volume 21, Issue 1, June 1994, https://doi.org/10.1086/209380
Fulgoni, G. M. (2016). Fraud in digital advertising: A multibillion-dollar black hole. Journal of Advertising Research https://doi.org/10.2501/JAR-2016-024
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737. https://doi.org/10.1016/S0305-0483(00)00021-9
George, D., & Mallery, P. (2010). SPSS for Windows step by step: A simple guide and reference (10th ed.). Pearson.
Ghanbarpour, T., Sahabeh, E., & Gustafsson, A. (2022). Consumer response to online behavioral advertising in a social media context: The role of perceived ad complicity. Psychology & Marketing, 39(10), 1853–1870. https://doi.org/10.1002/mar.21703
Heider, F. (1958). The psychology of interpersonal relations. John Wiley & Sons. https://doi.org/10.1037/10628-000
Kaur, G., Gujrati, R., & Uygun, H. (2023). How does AI fit into the management of human resources?. Review of Artificial Intelligence in Education, 4(00), e4. https://doi.org/10.37497/rev.artif.intell.education.v4i00.4
Kelley, H. H., & Michela, J. L. (1980). Attribution theory and research. Annual Review of Psychology, 31(1), 457–501. https://doi.org/10.1146/annurev.ps.31.020180.002325
Khan, S. K., Sheeraz, F., & Siddiqui, M. (2024). Effect of deceptive advertisements on consumer buying behaviour in personal care products. International Journal of Advanced Research in Marketing and Management, 10(2), 45–56 https://doi.org/10.48112/bms.v1i4.979
Luca, M., & Zervas, G. (2016). Fake it till you make it: Reputation, competition, and Yelp review fraud. Management Science, 62(12), 3412-3427. https://doi.org/10.1287/mnsc.2015.2304
Mai, N. Q., Nguyen, L. T. V., Thuan, N. H., & Ngo, L. V. (2025). Decoding influencer authenticity: The CueSphere model of extrinsic cues. Journal of Services Marketing, 39(10), 32–51. https://doi.org/10.1108/JSM-05-2024-0223
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334-359. https://doi.org/10.1287/isre.13.3.334.81
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Akash Kumar and Ms. Shagun Kakkar (2025). UNIVERSAL HUMAN VALUES (UHV) OF FMCG COMPANIES IN SHAPING BRAND EQUITY: A QUANTITATIVE STUDY OF TOOTHPASTE BRANDS, International Journal of Research in Commerce and Management Studies (IJRCMS) 7 (3): 475-495 Article No. 423 Sub Id 779 http://dx.doi.org/10.38193/IJRCMS.2025.7337
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
Prendergast, G., Liu, P., & Poon, D. T. Y. (2009). A Hong Kong study of advertising credibility. Journal of Consumer Marketing, 26(5), 320–329. https://doi.org/10.1108/07363760910976574
Prokhorova, Y., Gujrati, R., & Uygun, H. (2024). The use of AI Chatbots in higher education: the problem of plagiarism. Review of Artificial Intelligence in Education, 5(00), e031. https://doi.org/10.37497/rev.artif.intell.educ.v5i00.31
Romani, S., Grappi, S., & Dalli, D. (2012). Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects. International Journal of Research in Marketing, 29(1), 55-67. https://doi.org/10.1016/j.ijresmar.2011.07.001
Sadeghpour, S., & Vlajic, N. (2021). Ads and fraud: A comprehensive survey of fraud in online advertising. Journal of Cybersecurity and Privacy, 1(4), 804–832. https://doi.org/10.3390/jcp1040039
Sari, Soediro, and Rochman's (2018) . Effect of deceptive advertisements on consumer buying behaviour in personal care products. International Journal of Academic Research in Business and Social Sciences, 8(6), 255–265. https://doi.org/10.48112/bms.v1i4.979
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson Education.
Waltenrath, A. (2024). Consumers’ ambiguous perceptions of advertising disclosures in influencer marketing: Disentangling the effects on current and future social media engagement. Electronic Markets, 34(1), 8. https://doi.org/10.1007/s12525-023-00679-8
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological Review, 92(4), 548–573. https://doi.org/10.1037/0033-295X.92.4.548
Zard, L. (2023). Consumer manipulation via online behavioral advertising https://doi.org/10.48550/arXiv.2401.00205

This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright (c) 2025 Journal of Interdisciplinary Knowledge

