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A text mining and topic modelling perspective of ethnic marketing research

机译：民族营销研究的文本挖掘和主题建模视角

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摘要

This study presents an enhanced automated approach based on literature analysis and synthesis for establishing the dimensions of the ethnic marketing literature, covering a set of 239 journal articles published by nine major publishers. The approach reported is enhanced by two novel procedures to address previously identified limitations, namely: definition of a relevant dictionary based on both a sufficient lexicon extracted from a definition of the core theme and a conditional dictionary, with related but non-core terms; and a visually appealing pictorial representation to summarize the discovered topics. The application of the method to ethnic marketing indicates that ethnic marketing research is characterized by high conceptual heterogeneity, although a clear definition of "ethnic marketing" is imperative for research development. Overall, the paper advances an approach with considerable scalability advantages when compared with extant approaches, an important issue to consider when textual sources become big data.
机译：这项研究提出了一种基于文献分析和综合的增强型自动化方法，用于建立民族营销文献的各个维度，涵盖了由九个主要出版商出版的239种期刊文章。报告的方法通过两种新颖的方法得到了增强，以解决先前确定的局限性，即：基于从核心主题的定义中提取的足够词典和有条件但有相关但非核心术语的条件字典来定义相关字典；并以视觉上吸引人的图形表示方式总结发现的主题。该方法在民族市场营销中的应用表明，尽管对“民族市场营销”进行清晰的定义对于研究发展势在必行，但民族市场研究的特征是高度的异质性。总体而言，与现有方法相比，本文提出了一种具有可扩展性优势的方法，这是文本源成为大数据时要考虑的重要问题。

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