Mapping Research on User-Generated Content in the Service Sector — A Bibliometric Analysis

Wąsowicz-Zaborek Elżbieta ()
Additional contact information
Wąsowicz-Zaborek Elżbieta: International Business Department, Collegium of World Economy, SGH Warsaw School of Economics, al. Niepodległości 162, 02-55, Warsaw, Poland

Marketing of Scientific and Research Organizations, 2023, vol. 49, issue 3, 65-100

Abstract: The Web 2.0 era and the following phases of web development bring new challenges to businesses, but also new opportunities to establish and maintain relationships with market participants, indulge in direct contact with customers and learn about their needs, emotions and opinions. The advancement of content creation and sharing technologies creates an opportunity to collect information from anyone with access to the Internet. User-generated content (UGC) information is increasingly supporting decision-making and analysis for various types of business, management or marketing activities. Such information is also increasingly used as a source of data in scientific research. The present study seeks to evaluate the relevance of UGC in scientific research and the scope and ways in which content created by Internet users can be used by researchers of phenomena existing in the service sector. To achieve this goal, a bibliometric literature review (quantitative analysis of publications, identification of research collaborators, co-author analysis, co-citation analysis and co-word analysis) was conducted covering articles between 2012 and 2022 published in journals indexed in the Scopus database. The analysis used descriptive statistics and text and content analysis. A significant increase was observed in publications between 2020 and 2022. Among the various service branches, the researchers most often chose data sets in the form of comments posted online by customers of tourism industries, mainly those using accommodation services, but also restaurants. TripAdvisor was observed to be the most frequently used data source. In their analysis, the authors used both qualitative and quantitative methods, as well as a combination of them. It is observed that more sophisticated machine learning algorithms have been implemented for text analysis. Finally, the paper also presents future research recommendations.

Keywords: UGC; user-generated content; customer behaviour research; service sector; literature review; UGC; treści tworzone przez użytkowników sieci; badania zachowań klientów; sektor usług; przegląd literatury (search for similar items in EconPapers)
JEL-codes: M3 O3 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/minib-2023-0016 (text/html)

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:vrs:mosaro:v:49:y:2023:i:3:p:65-100:n:3

DOI: 10.2478/minib-2023-0016

Access Statistics for this article

Marketing of Scientific and Research Organizations is currently edited by Witold Wiśniowski

More articles in Marketing of Scientific and Research Organizations from Sciendo
Bibliographic data for series maintained by Peter Golla ().