The use of big data has garnered increasing importance in academic research and
managerial practice thanks to the benefits it can produce in terms of innovation. However …

Natural language processing (NLP) is gaining momentum in management research for its
ability to automatically analyze and comprehend human language. Yet, despite its extensive …

Artificial intelligence (AI) agents driven by machine learning algorithms are rapidly
transforming the business world, generating heightened interest from researchers. In this …

The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …

Increasingly, management researchers are using topic modeling, a new method borrowed
from computer science, to reveal phenomenon-based constructs and grounded conceptual …

The authors provide a critical examination of marketing analytics methods by tracing their
historical development, examining their applications to structured and unstructured data …

Customer segmentation via online reviews and ratings can assist different hotels, including
spa hotels, to better inform marketing strategy development and ensure optimal marketing …

Marketing scholars increasingly use web scraping and application programming interfaces
(APIs) to collect data from the internet. Yet, despite the widespread use of such web data, the …

The rise of unstructured data (UD), propelled by novel technologies, is reshaping markets
and the management of marketing activities. Yet these increased data remain mostly …

In recent years, big data has emerged as one of the prominent buzzwords in business and
management. In spite of the mounting body of research on big data across the social …