Technological Advancements in Marketing: A Comprehensive Review of Sentiment Analysis for Enhanced Consumer Engagement

This paper aims to enrich the understanding of online consumer engagement by evaluating the sentiment analysis in the UAE. The study uses the social presence theory (SPT) to identify which of its factors influences online consumer engagement. 1000 data are collected through online survey in the UAE using stratified sampling. The outcomes of the study mentioned that all the four variables factors of SPT have a significant impact on online consumer engagement in the UAE. The outcomes of the research also mentioned that though all the four factors have an impact on online consumer engagement, privacy do play an important role in identifying the role of sentiment analysis.