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The tradeoff between revenue and market share triggers the emergence of targeted advertising. However, all previous related work only focuses on the topical relevance of ads and does not concern the attitudes of consumers. In our paper, we propose a novel advertising strategy DASA (dissatisfaction-oriented advertising based on sentiment analysis) which takes the attitudes of consumers into consideration and promotes ads according to what consumers are unsatisfied with. Our work is most suitable for user generated content which contains plenty of consumerspsila opinionated information. The experiments show encouraging results.