{"id":"https://openalex.org/W4415814927","doi":"https://doi.org/10.3390/jtaer20040294","title":"AI-Based Sentiment Analysis of E-Commerce Customer Feedback: A Bilingual Parallel Study on the Fast Food Industry in Turkish and English","display_name":"AI-Based Sentiment Analysis of E-Commerce Customer Feedback: A Bilingual Parallel Study on the Fast Food Industry in Turkish and English","publication_year":2025,"publication_date":"2025-11-01","ids":{"openalex":"https://openalex.org/W4415814927","doi":"https://doi.org/10.3390/jtaer20040294"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer20040294","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20040294","pdf_url":"https://www.mdpi.com/0718-1876/20/4/294/pdf?version=1761998219","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/0718-1876/20/4/294/pdf?version=1761998219","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5014066476","display_name":"Esra Kahya \u00d6zyirmidokuz","orcid":"https://orcid.org/0000-0001-8255-1313"},"institutions":[{"id":"https://openalex.org/I87673952","display_name":"Erciyes University","ror":"https://ror.org/047g8vk19","country_code":"TR","type":"education","lineage":["https://openalex.org/I87673952"]}],"countries":["TR"],"is_corresponding":true,"raw_author_name":"Esra Kahya \u00d6zyirmidokuz","raw_affiliation_strings":["Faculty of Economics and Administrative Sciences, Erciyes University, Kayseri 38030, T\u00fcrkiye"],"raw_orcid":"https://orcid.org/0000-0001-8255-1313","affiliations":[{"raw_affiliation_string":"Faculty of Economics and Administrative Sciences, Erciyes University, Kayseri 38030, T\u00fcrkiye","institution_ids":["https://openalex.org/I87673952"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5120233646","display_name":"Bengisu Molu Elmas","orcid":"https://orcid.org/0000-0002-0289-3979"},"institutions":[{"id":"https://openalex.org/I87673952","display_name":"Erciyes University","ror":"https://ror.org/047g8vk19","country_code":"TR","type":"education","lineage":["https://openalex.org/I87673952"]}],"countries":["TR"],"is_corresponding":false,"raw_author_name":"Bengisu Molu Elmas","raw_affiliation_strings":["Management Information Systems (MIS) Master Program, MIS Department of Graduate Studies, Institute of Social Sciences, Erciyes University, Kayseri 38030, T\u00fcrkiye"],"raw_orcid":"https://orcid.org/0000-0002-0289-3979","affiliations":[{"raw_affiliation_string":"Management Information Systems (MIS) Master Program, MIS Department of Graduate Studies, Institute of Social Sciences, Erciyes University, Kayseri 38030, T\u00fcrkiye","institution_ids":["https://openalex.org/I87673952"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5079870236","display_name":"Eduard Alexandru Sto\u0131ca","orcid":"https://orcid.org/0000-0002-0693-8433"},"institutions":[{"id":"https://openalex.org/I124121301","display_name":"Lucian Blaga University of Sibiu","ror":"https://ror.org/026gdz537","country_code":"RO","type":"education","lineage":["https://openalex.org/I124121301"]}],"countries":["RO"],"is_corresponding":false,"raw_author_name":"Eduard Alexandru Stoica","raw_affiliation_strings":["Faculty of Economics, Lucian Blaga University, 550324 Sibiu, Romania"],"raw_orcid":"https://orcid.org/0000-0002-0693-8433","affiliations":[{"raw_affiliation_string":"Faculty of Economics, Lucian Blaga University, 550324 Sibiu, Romania","institution_ids":["https://openalex.org/I124121301"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5014066476"],"corresponding_institution_ids":["https://openalex.org/I87673952"],"apc_list":{"value":1000,"currency":"CHF","value_usd":1082},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1082},"fwci":1.7588,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.89292227,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":95,"max":98},"biblio":{"volume":"20","issue":"4","first_page":"294","last_page":"294"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10664","display_name":"Sentiment Analysis and Opinion Mining","score":0.34950000047683716,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T10664","display_name":"Sentiment Analysis and Opinion Mining","score":0.34950000047683716,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.26170000433921814,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12384","display_name":"Customer churn and segmentation","score":0.024399999529123306,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/turkish","display_name":"Turkish","score":0.8977000117301941},{"id":"https://openalex.org/keywords/sentiment-analysis","display_name":"Sentiment analysis","score":0.7784000039100647},{"id":"https://openalex.org/keywords/encoder","display_name":"Encoder","score":0.48019999265670776},{"id":"https://openalex.org/keywords/service","display_name":"Service (business)","score":0.4433000087738037},{"id":"https://openalex.org/keywords/random-forest","display_name":"Random forest","score":0.373199999332428},{"id":"https://openalex.org/keywords/customer-service","display_name":"Customer service","score":0.35519999265670776},{"id":"https://openalex.org/keywords/support-vector-machine","display_name":"Support vector machine","score":0.3549000024795532},{"id":"https://openalex.org/keywords/expression","display_name":"Expression (computer science)","score":0.32260000705718994}],"concepts":[{"id":"https://openalex.org/C2781121862","wikidata":"https://www.wikidata.org/wiki/Q256","display_name":"Turkish","level":2,"score":0.8977000117301941},{"id":"https://openalex.org/C66402592","wikidata":"https://www.wikidata.org/wiki/Q2271421","display_name":"Sentiment analysis","level":2,"score":0.7784000039100647},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4925000071525574},{"id":"https://openalex.org/C118505674","wikidata":"https://www.wikidata.org/wiki/Q42586063","display_name":"Encoder","level":2,"score":0.48019999265670776},{"id":"https://openalex.org/C204321447","wikidata":"https://www.wikidata.org/wiki/Q30642","display_name":"Natural language processing","level":1,"score":0.4456000030040741},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.4449000060558319},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.4433000087738037},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.42289999127388},{"id":"https://openalex.org/C41895202","wikidata":"https://www.wikidata.org/wiki/Q8162","display_name":"Linguistics","level":1,"score":0.3756999969482422},{"id":"https://openalex.org/C169258074","wikidata":"https://www.wikidata.org/wiki/Q245748","display_name":"Random forest","level":2,"score":0.373199999332428},{"id":"https://openalex.org/C2984334869","wikidata":"https://www.wikidata.org/wiki/Q1060653","display_name":"Customer service","level":3,"score":0.35519999265670776},{"id":"https://openalex.org/C12267149","wikidata":"https://www.wikidata.org/wiki/Q282453","display_name":"Support vector machine","level":2,"score":0.3549000024795532},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3330000042915344},{"id":"https://openalex.org/C90559484","wikidata":"https://www.wikidata.org/wiki/Q778379","display_name":"Expression (computer science)","level":2,"score":0.32260000705718994},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3140999972820282},{"id":"https://openalex.org/C139043278","wikidata":"https://www.wikidata.org/wiki/Q837171","display_name":"Financial services","level":2,"score":0.30869999527931213},{"id":"https://openalex.org/C101738243","wikidata":"https://www.wikidata.org/wiki/Q786435","display_name":"Autoencoder","level":3,"score":0.3061999976634979},{"id":"https://openalex.org/C12713177","wikidata":"https://www.wikidata.org/wiki/Q1900281","display_name":"Perspective (graphical)","level":2,"score":0.2897999882698059},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.28450000286102295},{"id":"https://openalex.org/C151956035","wikidata":"https://www.wikidata.org/wiki/Q1132755","display_name":"Logistic regression","level":2,"score":0.2840999960899353},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.2793000042438507},{"id":"https://openalex.org/C2777939226","wikidata":"https://www.wikidata.org/wiki/Q7976","display_name":"American English","level":2,"score":0.27790001034736633},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.2775999903678894},{"id":"https://openalex.org/C108583219","wikidata":"https://www.wikidata.org/wiki/Q197536","display_name":"Deep learning","level":2,"score":0.26330000162124634},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.2614000141620636}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.3390/jtaer20040294","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20040294","pdf_url":"https://www.mdpi.com/0718-1876/20/4/294/pdf?version=1761998219","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:4c8ff10b-c20d-47fa-ac93-58fc832d6358","is_oa":false,"landing_page_url":"https://avesis.erciyes.edu.tr/publication/details/4c8ff10b-c20d-47fa-ac93-58fc832d6358/oai","pdf_url":null,"source":{"id":"https://openalex.org/S7407055139","display_name":"Erciyes University - AVESIS","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"info:eu-repo/semantics/article"},{"id":"pmh:oai:doaj.org/article:19013a3ef87f4caba0d6cff090119c80","is_oa":true,"landing_page_url":"https://doaj.org/article/19013a3ef87f4caba0d6cff090119c80","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 20, Iss 4, p 294 (2025)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer20040294","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20040294","pdf_url":"https://www.mdpi.com/0718-1876/20/4/294/pdf?version=1761998219","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[],"funders":[{"id":"https://openalex.org/F4320321688","display_name":"Erciyes \u00dcniversitesi","ror":"https://ror.org/047g8vk19"},{"id":"https://openalex.org/F4320329279","display_name":"Universitatea \"Lucian Blaga\" din Sibiu","ror":"https://ror.org/026gdz537"}],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4415814927.pdf","grobid_xml":"https://content.openalex.org/works/W4415814927.grobid-xml"},"referenced_works_count":40,"referenced_works":["https://openalex.org/W1259090559","https://openalex.org/W2049434052","https://openalex.org/W2465978385","https://openalex.org/W2885559102","https://openalex.org/W2916132663","https://openalex.org/W2945110340","https://openalex.org/W2964236337","https://openalex.org/W2981840673","https://openalex.org/W3036246613","https://openalex.org/W3088735601","https://openalex.org/W3093835802","https://openalex.org/W3117481628","https://openalex.org/W3120715951","https://openalex.org/W3127214902","https://openalex.org/W3136003135","https://openalex.org/W3139140319","https://openalex.org/W3171458132","https://openalex.org/W3195501510","https://openalex.org/W4206166833","https://openalex.org/W4281255712","https://openalex.org/W4281703171","https://openalex.org/W4282958845","https://openalex.org/W4283835763","https://openalex.org/W4285335535","https://openalex.org/W4293078901","https://openalex.org/W4312865104","https://openalex.org/W4313400825","https://openalex.org/W4316039122","https://openalex.org/W4327742249","https://openalex.org/W4327831767","https://openalex.org/W4352981365","https://openalex.org/W4366087712","https://openalex.org/W4389299837","https://openalex.org/W4390176437","https://openalex.org/W4390445815","https://openalex.org/W4390948907","https://openalex.org/W4400607961","https://openalex.org/W4401249412","https://openalex.org/W4404234523","https://openalex.org/W4411617005"],"related_works":[],"abstract_inverted_index":{"Across":[0],"digital":[1],"platforms,":[2],"large-scale":[3],"assessment":[4],"of":[5,45,154,160,187],"customer":[6],"sentiment":[7,43,200],"has":[8],"become":[9],"integral":[10],"to":[11],"brand":[12],"management,":[13],"service":[14],"recovery,":[15],"and":[16,30,63,68,74,95,144,157,190,209],"data-driven":[17],"marketing":[18],"in":[19,117,120],"e-commerce.":[20],"Still,":[21],"most":[22],"studies":[23],"center":[24],"on":[25,48],"single-language":[26],"settings,":[27],"with":[28],"bilingual":[29,42,199],"culturally":[31],"diverse":[32],"environments":[33],"receiving":[34],"comparatively":[35],"limited":[36],"attention.":[37],"In":[38],"this":[39],"study,":[40],"a":[41,96],"analysis":[44,201],"consumer":[46],"feedback":[47],"X":[49],"(formerly":[50],"Twitter)":[51],"was":[52,136],"conducted":[53],"for":[54,77],"three":[55],"global":[56],"quick-service":[57],"restaurant":[58],"(QSR)":[59],"brands\u2014McDonald\u2019s,":[60],"Burger":[61],"King,":[62],"KFC\u2014using":[64],"145,550":[65],"English":[66,170],"tweets":[67,171,178],"15,537":[69],"Turkish":[70,79,177],"tweets.":[71],"After":[72],"pre-processing":[73],"leakage-safe":[75],"augmentation":[76],"low-resource":[78],"data,":[80],"both":[81],"traditional":[82],"machine":[83],"learning":[84,99],"models":[85],"(Na\u00efve":[86],"Bayes,":[87],"Support":[88],"Vector":[89],"Machines,":[90],"Logistic":[91],"Regression,":[92],"Random":[93,125],"Forest)":[94],"transformer-based":[97],"deep":[98],"model,":[100],"BERT":[101,109],"(Bidirectional":[102],"Encoder":[103],"Representations":[104],"from":[105],"Transformers),":[106],"were":[107,168,172,179],"evaluated.":[108],"achieved":[110],"the":[111,129,152,158],"highest":[112],"performance":[113],"(macro-F1":[114],"\u2248":[115],"0.88":[116],"Turkish;":[118],"\u22480.39":[119],"temporally":[121],"split":[122],"English),":[123],"while":[124],"Forest":[126],"emerged":[127],"as":[128],"strongest":[130],"ML":[131],"baseline.":[132],"An":[133],"apparent":[134],"discrepancy":[135],"observed":[137],"between":[138],"pseudo-label":[139],"agreement":[140],"(Accuracy":[141],">":[142],"0.95)":[143],"human-label":[145],"accuracy":[146],"(EN:":[147],"0.75;":[148],"TR:":[149],"0.49),":[150],"indicating":[151],"limitations":[153],"lexicon-derived":[155],"labels":[156],"necessity":[159],"human":[161],"validation.":[162],"Beyond":[163],"methodological":[164],"benchmarking,":[165],"linguistic":[166],"contrasts":[167],"identified:":[169],"more":[173],"polarized":[174],"(positive/negative),":[175],"whereas":[176],"overwhelmingly":[180],"neutral.":[181],"These":[182],"differences":[183],"reflect":[184],"cultural":[185],"patterns":[186],"online":[188],"expression":[189],"suggest":[191],"direct":[192],"managerial":[193],"implications.":[194],"The":[195],"findings":[196],"indicate":[197],"that":[198,205],"yields":[202],"brand-level":[203],"insights":[204],"can":[206],"inform":[207],"strategic":[208],"operational":[210],"decisions.":[211]},"counts_by_year":[{"year":2026,"cited_by_count":1}],"updated_date":"2026-06-11T09:08:48.828518","created_date":"2025-11-03T00:00:00"}