Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/12127
Autoria: | Guerreiro, J. Rita, P. Trigueiros, D. |
Data: | 2016 |
Título próprio: | A text mining-based review of cause-related marketing literature |
Volume: | 139 |
Número: | 1 |
Paginação: | 111 - 128 |
ISSN: | 0167-4544 |
DOI (Digital Object Identifier): | 10.1007/s10551-015-2622-4 |
Palavras-chave: | Cause-related marketing Text mining Topic models |
Resumo: | Cause-related marketing (C-RM) has risen to become a popular strategy to increase business value through profit-motivated giving. Despite the growing number of articles published in the last decade, no comprehensive analysis of the most discussed constructs of cause-related marketing is available. This paper uses an advanced Text Mining methodology (a Bayesian contextual analysis algorithm known as Correlated Topic Model, CTM) to conduct a comprehensive analysis of 246 articles published in 40 different journals between 1988 and 2013 on the subject of cause-related marketing. Text Mining also allows quantitative analyses to be performed on the literature. For instance, it is shown that the most prominent long-term topics discussed since 1988 on the subject are “brand-cause fit”, “law and Ethics”, and “corporate and social identification”, while the most actively discussed topic presently is “sectors raising social taboos and moral debates”. The paper has two goals: first, it introduces the technique of CTM to the Marketing area, illustrating how Text Mining may guide, simplify, and enhance review processes while providing objective building blocks (topics) to be used in a review; second, it applies CTM to the C-RM field, uncovering and summarizing the most discussed topics. Mining text, however, is not aimed at replacing all subjective decisions that must be taken as part of literature review methodologies. |
Arbitragem científica: | yes |
Acesso: | Acesso Embargado |
Aparece nas coleções: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica DMOG-RI - Artigos em revistas internacionais com arbitragem científica |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Guerreiro2016_Article_ATextMining-BasedReviewOfCause.pdf Restricted Access | Versão Editora | 1,01 MB | Adobe PDF | Ver/Abrir Request a copy |
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