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“Social hesitancy” is a reluctance by people to purchase products, or engage in activities, that may benefit themselves and society. This paper aims to review and assess a visual marketing approach to this significant social marketing problem.

The authors use data visualization technology as an informational tool, visual sentiment analysis as a social text mining tool and Latent Dirichlet Allocation visual (LDAvis) modelling as a topic modelling tool to measure, assess and address social attitudes inherent in hesitancy. The paper’s hypothesis is that these technologies can help society understand the reasons for, and barriers to, hesitancy, and that visual marketing is an extremely effective approach to the hesitancy problem.

Using extensive vaccination data and results from the COVID-19 pandemic, the authors found that the visual marketing technologies were successful informational and motivational tools for social hesitancy.

Hesitancy is a social marketing concern that can have an impact on product or service promotional and motivational campaigns during a crisis. The LDA visual model, for example, can quantitatively extract and measure the social attitudes of people and identify and segment these people based on their feelings. These tools can be valuable to social marketers by helping to establish strategies for any product or service exhibiting hesitant consumer behaviour.

Using advanced visual technology, the paper contributes to social hesitancy by addressing the following question: does a visual marketing approach help social marketers understand the underlying reasons for, and help to mitigate, social hesitancy?

Thousands of people emigrate from their homeland and start new businesses in other countries. Researchers are increasingly interested in this phenomenon, commonly known as transnational diaspora entrepreneurship. Our paper aims to review this topic by identifying the gaps in existing research and emphasizing the need for further investigation into this growing phenomenon.

The study applies both a traditional approach and a more innovative approach using topic modeling in conducting the literature review. While the manual literature review inductively identifies important themes, through topic modeling, the prevailing topics in the research are uncovered.

The analysis reveals several main findings. Firstly, diaspora entrepreneurs are categorized based on identifiable differences in their entrepreneurial activities. Secondly, most literature in the area is based on case studies, and there is a need for more quantitative research into this area. Thirdly, although there is no widely agreed-upon definition of transnational diaspora entrepreneurship, some distinct characteristics set it apart from other entrepreneurial activities. Lastly, a few different approaches to transnational diaspora entrepreneurship have been identified and summarized based on the experiences, identities and locations of diaspora entrepreneurs.

This study contributes to the existing literature by employing natural language processing to analyze a corpus of paper abstracts, offering a comprehensive overview of the prevailing themes in the research on diaspora entrepreneurial activity. It also highlights the need for more quantitative research to understand the broader patterns and impacts of this phenomenon. This paper sheds light on the complexities and potential rewards of diaspora entrepreneurial activity, paving the way for further research and understanding in this field.

Wine is a complicated and difficult product to know, which makes it extremely difficult for people with little knowledge to choose the wine they want. This study aims to analyze whether the vocabulary used in reviews on wine written by experts and amateurs on the specialized website is useful for those consumers who wish to search for information on this website to choose a wine.

The analysis combines text mining, Natural Language Processing and the Biterm Topic model applied to 25,847 reviews, evaluating a total of 13,263 Spanish wines made by 17 selected users of a specialized wine website.

The results show that wine consumers and users of the specialized wine website who write reviews can be divided into expert users and amateur users. Both experts and amateurs use a specific vocabulary related to the wines they review. Unlike amateurs, experts have a broader and more precise vocabulary, and greater consistency in the use of words with the aspects of the wine. For the revised wines, they address fewer and more specific aspects of wine (such as vintages), but they do so with more depth and rigor.

The originality and value of this research work lie in addressing two aspects that have hardly been analyzed: the reviews of experienced consumers and amateur consumers, and the textual information referring to the Spanish language, which distinguishes this analysis from other similar analyses carried out on the English language.