Pub Date : 2023-11-03DOI: 10.1057/s41270-023-00264-0
David Dege, Philipp Brüggemann
{"title":"Marketing analytics with RStudio: a software review","authors":"David Dege, Philipp Brüggemann","doi":"10.1057/s41270-023-00264-0","DOIUrl":"https://doi.org/10.1057/s41270-023-00264-0","url":null,"abstract":"","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135820021","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-01DOI: 10.1057/s41270-023-00263-1
Olivier Mesly, Hareesh Mavoori
{"title":"Mapping borrowers’ and lenders’ interactions according to their dark financial profiles","authors":"Olivier Mesly, Hareesh Mavoori","doi":"10.1057/s41270-023-00263-1","DOIUrl":"https://doi.org/10.1057/s41270-023-00263-1","url":null,"abstract":"","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135271905","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-17DOI: 10.1057/s41270-023-00260-4
Pingjun Jiang
{"title":"Automated bidding vs manual bidding strategies in search engine marketing: a keyword efficiency perspective","authors":"Pingjun Jiang","doi":"10.1057/s41270-023-00260-4","DOIUrl":"https://doi.org/10.1057/s41270-023-00260-4","url":null,"abstract":"","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135995275","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-03DOI: 10.1057/s41270-023-00256-0
Gül Yazıcı, Tuğçe Ozansoy Çadırcı
{"title":"Creating meaningful insights from customer reviews: a methodological comparison of topic modeling algorithms and their use in marketing research","authors":"Gül Yazıcı, Tuğçe Ozansoy Çadırcı","doi":"10.1057/s41270-023-00256-0","DOIUrl":"https://doi.org/10.1057/s41270-023-00256-0","url":null,"abstract":"","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135739183","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-28DOI: 10.1057/s41270-023-00238-2
Ahmed Gamal ElKattan, Diana Gavilan, Mohamed Hamed Elsharnouby, Amira Fouad Ahmed Mahran
Abstract Digital and sharing platforms are transforming the business landscape and significantly impacting the global economy. This study provides a systematic review of the sharing economy (SE) in marketing and presents a future research agenda to advance the discipline. A comprehensive approach is utilized, incorporating bibliometric analysis, performance analysis, science mapping techniques, and topic modeling to analyze sharing economy research within marketing. The dataset comprises 325 articles on the sharing economy, from which eight key topics are identified: (1) analyzing customer ratings and sentiments, (2) understanding and evaluating customer experience, (3) customer orientation towards peer-to-peer accommodation services, (4) mapping customer relationships in the sharing economy, (5) analysis of user loyalty, (6) development of marketing strategies to enhance platforms, (7) identification of platform openness, and (8) actors within the digital platform ecosystem. By identifying research gaps, a future research model is proposed to comprehend the roles and influence of customers, peer service providers, and platform providers in the sharing economy. The findings of this study have practical implications for marketing practices within the SE.
{"title":"Mapping sharing economy themes: science mapping, topic modeling, and research agenda","authors":"Ahmed Gamal ElKattan, Diana Gavilan, Mohamed Hamed Elsharnouby, Amira Fouad Ahmed Mahran","doi":"10.1057/s41270-023-00238-2","DOIUrl":"https://doi.org/10.1057/s41270-023-00238-2","url":null,"abstract":"Abstract Digital and sharing platforms are transforming the business landscape and significantly impacting the global economy. This study provides a systematic review of the sharing economy (SE) in marketing and presents a future research agenda to advance the discipline. A comprehensive approach is utilized, incorporating bibliometric analysis, performance analysis, science mapping techniques, and topic modeling to analyze sharing economy research within marketing. The dataset comprises 325 articles on the sharing economy, from which eight key topics are identified: (1) analyzing customer ratings and sentiments, (2) understanding and evaluating customer experience, (3) customer orientation towards peer-to-peer accommodation services, (4) mapping customer relationships in the sharing economy, (5) analysis of user loyalty, (6) development of marketing strategies to enhance platforms, (7) identification of platform openness, and (8) actors within the digital platform ecosystem. By identifying research gaps, a future research model is proposed to comprehend the roles and influence of customers, peer service providers, and platform providers in the sharing economy. The findings of this study have practical implications for marketing practices within the SE.","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135386451","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"AI technologies in the analysis of visual advertising messages: survey and application","authors":"Larisa Sharakhina, Irina Ilyina, Dmitrii Kaplun, Tatiana Teor, Valeria Kulibanova","doi":"10.1057/s41270-023-00255-1","DOIUrl":"https://doi.org/10.1057/s41270-023-00255-1","url":null,"abstract":"","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135816494","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-21DOI: 10.1057/s41270-023-00254-2
Meltem Sanisoglu, Sebnem Burnaz, Tolga Kaya
{"title":"A gateway toward truly responsive customers: using the uplift modeling to increase the performance of a B2B marketing campaign","authors":"Meltem Sanisoglu, Sebnem Burnaz, Tolga Kaya","doi":"10.1057/s41270-023-00254-2","DOIUrl":"https://doi.org/10.1057/s41270-023-00254-2","url":null,"abstract":"","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136154053","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-20DOI: 10.1057/s41270-023-00253-3
Alexander Chaudhry, Carrie Heilman, P. B. Seetharaman
{"title":"Measuring the effects of customized targeted promotions on retailer profits: prescriptive analytics using basket-level econometric analysis","authors":"Alexander Chaudhry, Carrie Heilman, P. B. Seetharaman","doi":"10.1057/s41270-023-00253-3","DOIUrl":"https://doi.org/10.1057/s41270-023-00253-3","url":null,"abstract":"","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136308056","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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