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

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  • Wu He

    (Old Dominion University, USA)

  • Thad Chee

    (Old Dominion University, USA)

  • Dazhi Chong

    (Old Dominion University, USA)

  • Elizabeth Rasnick

    (Old Dominion University, USA)

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.

Suggested Citation

  • Wu He & Thad Chee & Dazhi Chong & Elizabeth Rasnick, 2012. "Using Bibliometrics and Text Mining to Explore the Trends of E-Marketing Literature from 2001 to 2010," International Journal of Online Marketing (IJOM), IGI Global, vol. 2(1), pages 16-24, January.
    • Handle: RePEc:igg:jom000:v:2:y:2012:i:1:p:16-24
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