La diffusion des méthodes NLP dans la recherche en marketing: une analyse systématique

Olivier Caron and Christophe Benavent
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Olivier Caron: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Christophe Benavent: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, CLAREE - Centre lillois d'analyse et de recherche sur l'évolution des entreprises - Université de Lille, Sciences et Technologies - CNRS - Centre National de la Recherche Scientifique, CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre

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Abstract: The advent of Natural Language Processing (NLP) techniques is revolutionizingmarketing research, marked by a notable transition towards artificial intelligence and "Transformers" type models. NLP enables in-depth analysis of textual data, transforming character strings into quantifiable information to decipher semantic content, expressive styles and intentions. This transformation is crucial for the analysis of social networks and consumer reviews, reflecting the correlation between data availability and technological advances.Beyond the technical aspect, the adoption of NLP in marketing research illustrates a major methodological shift. Researchers, as social agents, balance the costs of learning and implementation with benefits such as the originality and legitimacy of methods. This balance varies from field to field and from researcher to researcher, leading to differences in the adoption and diffusion of NLP. The formation of networks among innovators and strategic imitation by other researchers thus define the contours of a new era in marketing research.

Keywords: diffusion; NLP; marketing; méthodes; revue systématique de littérature (search for similar items in EconPapers)
Date: 2024-06
Note: View the original document on HAL open archive server: https://hal.science/hal-04996147v1
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Published in Marketing & Valeur(s) Création et destruction de valeur(s) pour la société, Jun 2024, PARIS, France. pp.1754

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