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

Alexandra Amado ^[1] ; Paulo Cortez ^[2] ; Paulo Rita ^[1] ; Sérgio Moro ^[1]
1. [1] Instituto Universitário de Lisboa
  
  Instituto Universitário de Lisboa
  
  Socorro, Portugal
2. [2] Universidade do Minho
  
  Universidade do Minho
  
  Braga (São José de São Lázaro), Portugal
Localización: European Research on Management and Business Economics, ISSN 2444-8834, Vol. 24, Nº. 1, 2018, págs. 1-7
Idioma: inglés
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Resumen
- 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.