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: B...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | Spanish |
| Published: |
Elsevier
2018-01-01
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| Series: | European Research on Management and Business Economics |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2444883417300268 |
| _version_ | 1818328328155693056 |
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| author | Alexandra Amado Paulo Cortez Paulo Rita Sérgio Moro |
| author_facet | Alexandra Amado Paulo Cortez Paulo Rita Sérgio Moro |
| author_sort | Alexandra Amado |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-13T12:30:25Z |
| format | Article |
| id | doaj.art-840c14e9cddb44c889276a7fdc3bdcdc |
| institution | Directory Open Access Journal |
| issn | 2444-8834 |
| language | Spanish |
| last_indexed | 2024-12-13T12:30:25Z |
| publishDate | 2018-01-01 |
| publisher | Elsevier |
| record_format | Article |
| series | European Research on Management and Business Economics |
| spelling | doaj.art-840c14e9cddb44c889276a7fdc3bdcdc2022-12-21T23:46:02ZspaElsevierEuropean Research on Management and Business Economics2444-88342018-01-012411710.1016/j.iedeen.2017.06.002Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysisAlexandra Amado0Paulo Cortez1Paulo Rita2Sérgio Moro3Instituto Universitário de Lisboa (ISCTE-IUL), Av. das Forças Armadas, 1649-026 Lisboa, PortugalUniversity of Minho, ALGORITMI Research Centre, Department of Information Systems, Campus Azurém, 4800-058 Guimarães, PortugalInstituto Universitário de Lisboa (ISCTE-IUL), CIS-IUL, Av. das Forças Armadas, 1649-026 Lisboa, PortugalUniversity of Minho, ALGORITMI Research Centre, Department of Information Systems, Campus Azurém, 4800-058 Guimarães, PortugalGiven 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.http://www.sciencedirect.com/science/article/pii/S2444883417300268Big dataMarketingLiterature analysisResearch trendsText mining |
| spellingShingle | Alexandra Amado Paulo Cortez Paulo Rita Sérgio Moro Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis European Research on Management and Business Economics Big data Marketing Literature analysis Research trends Text mining |
| title | Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis |
| title_full | Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis |
| title_fullStr | Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis |
| title_full_unstemmed | Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis |
| title_short | Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis |
| title_sort | research trends on big data in marketing a text mining and topic modeling based literature analysis |
| topic | Big data Marketing Literature analysis Research trends Text mining |
| url | http://www.sciencedirect.com/science/article/pii/S2444883417300268 |
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