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Análise de sentimentos sobre as opiniões partilhadas em online reviews: plataformas de streaming de vídeo
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| 4.74 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Com a evolução constante da internet, nomeadamente da Web 3.0, estamos perante uma população cada vez mais presente no mundo online, onde apenas em segundos consegue obter toda a informação que procura, aceder aos seus conteúdos favoritos e estar em contato com qualquer pessoa. Desta forna, a internet torna-se na sua melhor amiga, levando os indivíduos a abandonar lentamente alguns espaços audiovisuais, como por exemplo: a televisão e o cinema.
É, então que, com estas grandes modificações, nomeadamente na área do entretenimento, as online reviews passam a ser uma referência para os consumidores. Um tipo de eletronic word-of-mouth (eWOM), onde os consumidores trocam informações sobre um produto, serviço e/ou empresa – conduzindo a uma interação visível entre os mesmos que acabam por partilhar as suas experiências e opiniões com a comunidade digital. Torna-se, assim, uma ferramenta cada vez mais procurada pelos consumidores.
Neste sentido, a presente dissertação pretende identificar, através da análise de 6.627 online reviews, divulgadas em duas plataformas de recomendação – Google Play e Trustpilot - quais os principais aspetos mencionados e as respetivas opiniões dos consumidores, tendo como caso de estudo as três principais plataformas de streaming de vídeo: a Netflix, a Prime Vídeo e a Disney Plus. Os resultados indicam que, em geral, os consumidores valorizam aspectos como a qualidade do conteúdo, a variedade de opções disponíveis e a usabilidade das plataformas. Por outro lado desvalorizam as funcionalidades das plataformas de streaming, como o idioma, métodos de pagamento e atualizações de software.
ABSTRACT: With the constant evolution of the internet, particularly Web 3.0, we are faced with a population that is increasingly present in the online world, where in just a few seconds, they can get all the information they are looking for, access their favorite content and be in contact with anyone. In this way, the internet has become their best friend, leading people to slowly abandon some audiovisual spaces, such as television and the cinema. With these major changes, particularly in the area of entertainment, online reviews have become a reference point for consumers. A type of electronic word of-mouth (eWOM), that allows consumers to exchange information about a product, service and/or company - leading to a visible interaction between them who end up sharing their experiences and opinions with the digital community. It has thus become an increasingly sought after tool for consumers. In this sense, this dissertation aims to identify, by analyzing 6,627 online reviews published on two recommendation platforms - Google Play and Trustpilot - which are the main aspects mentioned and the respective opinions of consumers, using the three main video streaming platforms as a case study: Netflix, Prime Video and Disney Plus. The results indicate that, in general, consumers value aspects such as the quality of the content, the variety of options available and the usability of the platforms. On the other hand, they undervalue the functionalities of the streaming platforms, such as language, payment methods and software updates.
ABSTRACT: With the constant evolution of the internet, particularly Web 3.0, we are faced with a population that is increasingly present in the online world, where in just a few seconds, they can get all the information they are looking for, access their favorite content and be in contact with anyone. In this way, the internet has become their best friend, leading people to slowly abandon some audiovisual spaces, such as television and the cinema. With these major changes, particularly in the area of entertainment, online reviews have become a reference point for consumers. A type of electronic word of-mouth (eWOM), that allows consumers to exchange information about a product, service and/or company - leading to a visible interaction between them who end up sharing their experiences and opinions with the digital community. It has thus become an increasingly sought after tool for consumers. In this sense, this dissertation aims to identify, by analyzing 6,627 online reviews published on two recommendation platforms - Google Play and Trustpilot - which are the main aspects mentioned and the respective opinions of consumers, using the three main video streaming platforms as a case study: Netflix, Prime Video and Disney Plus. The results indicate that, in general, consumers value aspects such as the quality of the content, the variety of options available and the usability of the platforms. On the other hand, they undervalue the functionalities of the streaming platforms, such as language, payment methods and software updates.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing
Keywords
Análise de sentimento Online reviews Plataformas de streaming Sentiment analysis Streaming platforms
Citation
Marques, R.P. (2024). Análise de sentimentos sobre as opiniões partilhadas em online reviews: plataformas de streaming de vídeo [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21574
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social