Marketing insights from text analysis

Jonah Berger (), Grant Packard, Reihane Boghrati, Ming Hsu, Ashlee Humphreys, Andrea Luangrath, Sarah Moore, Gideon Nave, Christopher Olivola and Matthew Rocklage
Additional contact information
Jonah Berger: Wharton School at the University of Pennsylvania
Grant Packard: York University
Reihane Boghrati: University of Pennsylvania
Ming Hsu: University of California
Ashlee Humphreys: Northwestern University
Andrea Luangrath: Tippie College of Business, University of Iowa
Sarah Moore: University of Alberta
Gideon Nave: Wharton School at the University of Pennsylvania
Christopher Olivola: Carnegie Mellon University
Matthew Rocklage: University of Massachusetts

Marketing Letters, 2022, vol. 33, issue 3, No 2, 365-377

Abstract: 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.

Keywords: Natural language processing; Automated textual analysis; Language (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://link.springer.com/10.1007/s11002-022-09635-6 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:33:y:2022:i:3:d:10.1007_s11002-022-09635-6

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

DOI: 10.1007/s11002-022-09635-6

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().