European Journal of Marketing: Volume 54 Issue 3

Computerized content analysis of online data – opportunities for marketing scholars and practitioners

Jan Kietzmann, Leyland F. Pitt

The purpose of this paper is to summarize the main developments from the early days of manual content analysis to the adoption of computer-assisted content analysis and the…

Do more experienced critics review differently? : How field-specific cultural capital influences the judgments of cultural intermediaries

Matteo Corciolani, Kent Grayson, Ashlee Humphreys

Cultural intermediaries define the standards many consumers use when evaluating cultural products. Yet, little research has focused on whether cultural intermediaries may…

A machine-learning based approach to measuring constructs through text analysis

Hsiu-Yuan (Jody) Tsao, Colin L. Campbell, Sean Sands, Carla Ferraro, Alexis Mavrommatis, Steven (Qiang) Lu

This paper aims to develop a novel and generalizable machine-learning based method of measuring established marketing constructs through passive analysis of consumer-generated…

Financial constraints and marketing investment: evidence from text analysis

Sagarika Mishra, Mike T. Ewing

The purpose of this study to examine the effect of financial constraint on intangible investment because intangible investment provides an overall picture of marketing investment…

How executives talk: Exploring marketing executive value articulation with computerized text analysis

Thomas Martin Key, Astrid Lei Keel

This paper aims to explore how chief executive officers (CEOs) and C-suite marketing executives (chief marketing officers [CMOs], chief customer officers [CCOs], chief branding…

Cognitive computing on unstructured data for customer co-innovation

Sixing Chen, Jun Kang, Suchi Liu, Yifan Sun

This paper aims to build on the latest advances in cognitive computing techniques to systematically illustrate how unstructured data from users can offer significant value for…

Winning box office with the right movie synopsis

Yu-Chen Hung, Chong Guan

Consumers often search for movie information and purchase tickets on the go. A synopsis is often provided by producers and theatres in mobile apps and websites. However, to the…

Making sense of text: artificial intelligence-enabled content analysis

Linda W. Lee, Amir Dabirian, Ian P. McCarthy, Jan Kietzmann

The purpose of this paper is to introduce, apply and compare how artificial intelligence (AI), and specifically the IBM Watson system, can be used for content analysis in…