European Journal of Marketing, Volume 54, Number 3

ebook Computerized Content Analysis Of Online Data: Opportunities For Marketing Scholars And Practitioners · European Journal of Marketing

By Leyland Pitt

cover image of European Journal of Marketing, Volume 54, Number 3

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This ebook provides a broad summary of nearly five decades of content analysis in Consumer and Marketing. It concludes that, much like in the past, today's research focuses on the producers of the words than the words themselves, and urges researchers to employ artificial intelligence and machine learning to extract meaning and value from the oceans of text and other content generated by organizations and their customers.

European Journal of Marketing, Volume 54, Number 3