Using Bibliometrics and Text Mining to Explore the Trends of E-Marketing Literature from 2001 to 2010

Wu He, Thad Chee, Dazhi Chong and Elizabeth Rasnick
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Wu He: Old Dominion University, USA
Thad Chee: Old Dominion University, USA
Dazhi Chong: Old Dominion University, USA
Elizabeth Rasnick: Old Dominion University, USA

International Journal of Online Marketing (IJOM), 2012, vol. 2, issue 1, 16-24

Abstract: This paper describes a hybrid approach, using bibliometrics and text-mining, used to analyze longitudinal trends in the literature of e-marketing research from 2001 to 2010. The abstracts of 888 articles from six leading marketing journals were analyzed. The analysis identifies several core topics and themes of e-marketing research and reveals trends occurring in this growing area. The study reveals that combing bibliometrics with text-mining is a useful way to identify themes and trends for a topic in the literature and can produce meaningful results to help researchers achieve a deeper understanding of an area of interest.

Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:2:y:2012:i:1:p:16-24

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