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

被引:187
作者
Amado, Alexandra [1 ]
Cortez, Paulo [2 ]
Rita, Paulo [3 ,4 ]
Moro, Sergio [2 ,5 ]
机构
[1] Inst Univ Lisboa ISCTE IUL, Av Forcas Armadas, P-1649026 Lisbon, Portugal
[2] Univ Minho, ALGORITMI Res Ctr, Dept Informat Syst, Campus Azurem, P-4800058 Guimaraes, Portugal
[3] Inst Univ Lisboa ISCTE IUL, CIS IUL, Av Forcas Armadas, P-1649026 Lisbon, Portugal
[4] Univ Nova Lisboa, NOVA Informat Management Sch NOVA IMS, Campus Campolide, P-1070312 Lisbon, Portugal
[5] Inst Univ Lisboa ISCTE IUL, ISTAR IUL, Av Forcas Armadas, P-1649026 Lisbon, Portugal
关键词
Big data; Marketing; Literature analysis; Research trends; Text mining; BUSINESS INTELLIGENCE; ANALYTICS;
D O I
10.1016/j.iedeen.2017.06.002
中图分类号
F [经济];
学科分类号
020101 [政治经济学];
摘要
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. (c) 2017 AEDEM. Published by Elsevier Espana, S.L.U.
引用
收藏
页码:1 / 7
页数:7
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