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

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Author(s): Wu He (Old Dominion University, USA), Thad Chee (Old Dominion University, USA), Dazhi Chong (Old Dominion University, USA)and Elizabeth Rasnick (Old Dominion University, USA)
Copyright: 2012
Pages: 9
Source title: E-Marketing: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-1598-4.ch021

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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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.

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

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