Since 2006, the world has witnessed a data explosion, which finds an explanation in the “humanity and technology on the second half of the chessboard” (Brynjolfsson and McAfee 2011).1 Data proliferation has led to an increasing shift in marketing communications, as witnessed on online platforms (Sheth and Kellstadt 2020),2 along with advocacy by the user community in the form of reviews. This has led to an explosion of unstructured data, primarily in the form of text messages, resulting in inferential statistics being increasingly supplemented by non-inferential approaches, such as natural language processing (NLP), a technique used by computers to understand and generate human language so that large amounts of text data can be analyzed for insights.