Journal article
Marketing insights from text analysis
Marketing letters, Vol.33(3), pp.365-377
09/2022
DOI: 10.1007/s11002-022-09635-6
Abstract
Language is an integral part of marketing. Consumers share word of mouth, salespeople pitch services, and advertisements try to persuade. Further, small differences in wording can have a big impact. But while it is clear that language is both frequent and important, how can we extract insight from this new form of data? This paper provides an introduction to the main approaches to automated textual analysis and how researchers can use them to extract marketing insight. We provide a brief summary of dictionaries, topic modeling, and embeddings, some examples of how each approach can be used, and some advantages and limitations inherent to each method. Further, we outline how these approaches can be used both in empirical analysis of field data as well as experiments. Finally, an appendix provides links to relevant tools and readings to help interested readers learn more. By introducing more researchers to these valuable and accessible tools, we hope to encourage their adoption in a wide variety of areas of research.
Details
- Title: Subtitle
- Marketing insights from text analysis
- Creators
- Jonah Berger - University of PennsylvaniaGrant Packard - York Univ, Schulich Sch Business, Toronto, ON, CanadaReihane Boghrati - Univ Penn, Wharton Risk Ctr, Philadelphia, PA 19104 USAMing Hsu - Univ Calif Berkeley, Berkeley, CA 94720 USAAshlee Humphreys - Northwestern UniversityAndrea Luangrath - University of IowaSarah Moore - University of AlbertaGideon Nave - Univ Penn, Wharton Sch, Philadelphia, PA 19104 USAChristopher Olivola - Carnegie Mellon Univ, Tepper Sch Business, Pittsburgh, PA 15213 USAMatthew Rocklage - University of Massachusetts Boston
- Resource Type
- Journal article
- Publication Details
- Marketing letters, Vol.33(3), pp.365-377
- Publisher
- Springer Nature
- DOI
- 10.1007/s11002-022-09635-6
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- Number of pages
- 13
- Language
- English
- Electronic publication date
- 06/10/2022
- Date published
- 09/2022
- Academic Unit
- Marketing
- Record Identifier
- 9984380459602771
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