publication . Article . 2019

A text mining and topic modelling perspective of ethnic marketing research

Sérgio Moro; Sérgio Moro; Guilherme D. Pires; Paulo Cortez; Paulo Rita; Paulo Rita;
Open Access
  • Published: 01 Jan 2019 Journal: Journal of Business Research, volume 103, pages 275-285 (issn: 0148-2963, Copyright policy)
  • Publisher: Elsevier BV
  • Country: Portugal
This study presents an enhanced automated approach based on literature analysis and synthesis for establishing the dimensions of the ethnic marketing literature, covering a set of 239 journal articles published by nine major publishers. The approach reported is enhanced by two novel procedures to address previously identified limitations, namely: definition of a relevant dictionary based on both a sufficient lexicon extracted from a definition of the core theme and a conditional dictionary, with related but non-core terms; and a visually appealing pictorial representation to summarize the discovered topics. The application of the method to ethnic marketing indic...
free text keywords: Marketing, Ethnic marketing, Literature analysis and synthesis, Literature dimensions, Filtering dictionaries, Topic modelling, Social Sciences, Big data, business.industry, business, Sociology, Extant taxon, Marketing research, Data science, Text mining, Scalability, Topic model, Ethnic group, Lexicon

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