What is it about?

Deep learning sets promising directions for human development. One interesting application is on natural language processing (NLP). It enables marketing researchers to analyse text in scale. However, current applications only scratch the surface. Many of them only focus on operational efficiency. This paper tailors a model to study market interaction theory. Based on online communication in the tourism industry, its finding substantiates some old marketing wisdoms. This demonstration of the analysis method can be used as a blueprint for other interactive marketing researches. NLP is no more a privilege to computer scientists, they are now more readily available for the industry and theory researchers.

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This page is a summary of: How consumer opinions are affected by marketers: an empirical examination by deep learning approach, Journal of Research in Interactive Marketing, December 2021, Emerald,
DOI: 10.1108/jrim-04-2021-0106.
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