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Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis

Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis


Given the research interest on Big Data in Marketing, we present a research literature analysis based on a text mining semi-automated approach with the goal of identifying the main trends in this domain. In particular, the analysis focuses on relevant terms and topics related with five dimensions: Big Data, Marketing, Geographic location of authors’ affiliation (countries and continents), Products, and Sectors. A total of 1560 articles published from 2010 to 2015 were scrutinized. The findings revealed that research is bipartite between technological and research domains, with Big Data publications not clearly aligning cutting edge techniques toward Marketing benefits. Also, few inter-continental co-authored publications were found. Moreover, findings show that research in Big Data applications to Marketing is still in an embryonic stage, thus making it essential to develop more direct efforts toward business for Big Data to thrive in the Marketing arena.


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Detail Information

Bagian Informasi
Pernyataan Tanggungjawab -
Pengarang Alexandra Amado, Paolo Cortez, Paolo Rita, Sergio Moro - Personal Name
Edisi Publish
No. Panggil 808.18
Subyek Alexandra Amado, Paolo Cortez, Paolo Rita, Sergio
Klasifikasi 808
Judul Seri
GMD Text
Bahasa
Penerbit Elsevier Espana.
Tahun Terbit 2017
Tempat Terbit Portugal
Deskripsi Fisik -
Info Detil Spesifik European Research On Management and Business Economics


Citation

. (2017).Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis.(Electronic Thesis or Dissertation). Retrieved from https://localhost/etd

 



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