TY - JOUR
T1 - Research trends on Big Data in Marketing
T2 - A text mining and topic modeling based literature analysis
AU - Amado, Alexandra
AU - Cortez, Paulo
AU - Rita, Paulo
AU - Moro, Sérgio
N1 - Amado, A., Cortez, P., Rita, P., & Moro, S. (2018). Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis. European Research on Management and Business Economics, 24(1), 1-7. DOI: 10.1016/j.iedeen.2017.06.002
PY - 2018
Y1 - 2018
N2 - 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.
AB - 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.
KW - Big data
KW - Literature analysis
KW - Marketing
KW - Research trends
KW - Text mining
UR - http://www.scopus.com/inward/record.url?scp=85021832314&partnerID=8YFLogxK
UR - http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=Alerting&SrcApp=Alerting&DestApp=WOS&DestLinkType=FullRecord;UT=WOS:000430285500001
U2 - 10.1016/j.iedeen.2017.06.002
DO - 10.1016/j.iedeen.2017.06.002
M3 - Article
AN - SCOPUS:85021832314
VL - 24
SP - 1
EP - 7
JO - European Research on Management and Business Economics
JF - European Research on Management and Business Economics
SN - 2444-8834
IS - 1
ER -