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Research Trends On Big Data In Marketing: A Text Mining And Topic Modeling Based Literature Analysis

Author

Listed:
  • Amado, Alexandra

    (Instituto Universitário de Lisboa (Portugal))

  • Cortez, Paulo

    (University of Minho (Portugal))

  • Rita, Paulo

    (Instituto Universitário de Lisboa (Portugal))

  • Moro, Sérgio

    (University of Minho (Portugal))

Abstract

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. / 0

Suggested Citation

  • Amado, Alexandra & Cortez, Paulo & Rita, Paulo & Moro, Sérgio, 2018. "Research Trends On Big Data In Marketing: A Text Mining And Topic Modeling Based Literature Analysis," European Research on Management and Business Economics (ERMBE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 24(1), pages 1-7.
  • Handle: RePEc:idi:jermbe:v:24:y:2018:i:1:p:1-7
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    More about this item

    Keywords

    Big data; Marketing; Literature analysis; Research trends; Text mining; 0;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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