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

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

Wu He, Thad Chee, Dazhi Chong, Elizabeth Rasnick
Copyright: © 2012 |Volume: 2 |Issue: 1 |Pages: 9
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781466613690|DOI: 10.4018/ijom.2012010102
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MLA

He, Wu, et al. "Using Bibliometrics and Text Mining to Explore the Trends of E-Marketing Literature from 2001 to 2010." IJOM vol.2, no.1 2012: pp.16-24. http://doi.org/10.4018/ijom.2012010102

APA

He, W., Chee, T., Chong, D., & Rasnick, E. (2012). Using Bibliometrics and Text Mining to Explore the Trends of E-Marketing Literature from 2001 to 2010. International Journal of Online Marketing (IJOM), 2(1), 16-24. http://doi.org/10.4018/ijom.2012010102

Chicago

He, Wu, et al. "Using Bibliometrics and Text Mining to Explore the Trends of E-Marketing Literature from 2001 to 2010," International Journal of Online Marketing (IJOM) 2, no.1: 16-24. http://doi.org/10.4018/ijom.2012010102

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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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