TOPIC MODELING IN MARKETING: LITERATURE REVIEW AND SCIENTOMETRIC ANALYSIS
Journal Title: Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi / Journal of Current Marketing Approaches and Researches - Year 2023, Vol 4, Issue 1
Abstract
Purpose: This study aims to identify emerging trends, dominant topic and potential future directions in the field, while conducting a comprehensive literature review on the application of topic modelling in marketing research. Material and Method: The study employs a quantitative approach to analyzing scientific research, the scientometric analysis, and a qualitative systematic literature review. Findings: A meticulous review of 54 research articles collected from leading academic journals in the field of marketing revealed that topic modelling has attracted increasing attention in the academic literature and that the Latent Dirichlet Decomposition (LDA) topic modelling approach is the most widely used method in marketing studies. However, it has been observed that topic modelling applications are mostly used in combination with another methodology. Finally, the application processes of topic modelling methodologies are examined. Result: The literature review in the field of marketing has shown the applicability of topic modelling in various research areas, highlighting the main research clusters such as segmentation, customer behavior, social media marketing and brand management.
Authors and Affiliations
Batuhan ÇULLU, Gamze ARABELEN
Keywords
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- DOI https://doi.org/10.54439/gupayad.1316544
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