Open AccessBig data in marketing literature
Author(s) -
Fatih Pınarbaşı,
Zehra Nur Canbolat
Publication year - 2019
Publication title -
international journal of business ecosystem and strategy
Language(s) - English
Resource type - Journals
ISSN - 2687-2293
DOI - 10.36096/ijbes.v1i2.107
Subject(s) - big data , data science , field (mathematics) , marketing research , marketing science , social media , computer science , marketing , marketing management , business , world wide web , relationship marketing , data mining , mathematics , pure mathematics
The concept of big data is one of the important issues in business decision making in recent years. The expansion of social media platforms, the increase in data production devices and the evaluation and interpretation of the data produced by developing technology become crucial. Previous studies in the big data area have addressed the issue in limited contexts, and there are few studies in the field of marketing with a bibliometric approach. This study, which aims to examine how big data concept is evaluated in marketing literature, examines the publications on big data in indexed marketing journals using bibliometric methodology. This study starts with descriptive statistical information and then includes the top published journals, authors and corresponding author’s countries statistics. This study also includes most influential studies for big data concept in marketing literature, employs spectroscopy for detecting historical roots of studies and finally plots growth progress of keywords for predicting, future themes. This study contributes to current literature by providing a summarizing and instructive content for researchers interested in big data in marketing.