Computerized Content Analysis Of Online Data
Opportunities for Marketing Scholars and Practitioners
Emerald Publishing Limited
Published on 13. March 2020
172 pages
978-1-83982-975-8 (ISBN)
Description
This ebook provides a broad summary of nearly five decades of content analysis in Consumer and Marketing. It concludes that, much like in the past, today's research focuses on the producers of the words than the words themselves, and urges researchers to employ artificial intelligence and machine learning to extract meaning and value from the oceans of text and other content generated by organizations and their customers.
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Content
- Cover
- GUEST EDITORIAL
- Do more experienced critics review differently?
- A machine-learning based approach to measuring constructs through text analysis
- Financial constraints and marketing investment: evidence from text analysis
- How executives talk
- Cognitive computing on unstructured data for customer co-innovation
- Winning box office with the right movie synopsis
- Making sense of text: artificial intelligence-enabled content analysis
