Developing a Digital Artifact for the Sustainable Presentation of Marketing Research Results

Zheng Shen and Armida de la Garza
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Zheng Shen: Department of Management & Marketing, University College Cork, Cork T12 K8AF, Ireland
Armida de la Garza: Department of Digital Arts and Humanities, University College Cork, Cork T12 K8AF, Ireland

Sustainability, 2019, vol. 11, issue 23, 1-22

Abstract: The rapid development of technology transforms the way researchers conduct projects, communicate with others, and disseminate findings. In addition to traditional presentations of research results, this paper argues that building a digital artifact is another optional method for the dissemination of research findings from the perspective of marketing. Thus, 20 Irish and Chinese micro-influencers were investigated from March 2016 to March 2019, and their microblogs were analyzed by text mining techniques. Consequently, the paper finds four types of keywords that micro-influencers apply to their marketing on social media. Based on the marketing keywords, a digital tool is designed to label fashion keywords in the microblogging automatically. The proposed tool not only contributes to model fashion bloggers’ content and increase the influence of marketing on social media but also enlightens marketing scholars to develop digital tools for the sustainability of disseminating research results.

Keywords: digital artifact; sustainability; marketing; social media; fashion microblogging; text mining (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
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