Navigating computational linguistic in marketing practices: The barriers of natural language processing in social media marketing and a path to future research
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引用次数: 0
Abstract
Social media has emerged as being of pivotal importance for both marketing and analytics due to its unstructured data as a source of rich insights. The increasing adoption of natural language processing (NLP) technologies and solutions has created new marketing opportunities on social media. However, scholars have not devoted sufficient attention to understanding of the barriers and associated challenges of NLP solutions as a social media marketing tool, hindering the full potential of these technologies. The purpose of the paper aims to fill this void in research and practice. We employed a qualitative research approach to identify fourteen challenges and discuss the primary barrier areas: (1) credibility, (2) customization, (3) cross-modality, and (4) convergence. Based on these findings, we initiate a path of future research questions for a deeper understanding of successful adoption of NLP technologies and solutions in marketing practices on social media. Thus, the study advances research in this growing area and fosters future research across different disciplines to improve the practice of marketing in language-rich digital environments.
期刊介绍：
Data has become the new ore in today’s knowledge economy. However, merely storing and reporting are not enough to thrive in today’s increasingly competitive markets. What is called for is the ability to make sense of all these oceans of data, and to apply those insights to the way companies approach their markets, adjust to changing market conditions, and respond to new competitors.
Marketing analytics lies at the heart of this contemporary wave of data driven decision-making. Companies can no longer survive when they rely on gut instinct to make decisions. Strategic leverage of data is one of the few remaining sources of sustainable competitive advantage. New products can be copied faster than ever before. Staff are becoming less loyal as well as more mobile, and business centers themselves are moving across the globe in a world that is getting flatter and flatter.
The Journal of Marketing Analytics brings together applied research and practice papers in this blossoming field. A unique blend of applied academic research, combined with insights from commercial best practices makes the Journal of Marketing Analytics a perfect companion for academics and practitioners alike. Academics can stay in touch with the latest developments in this field. Marketing analytics professionals can read about the latest trends, and cutting edge academic research in this discipline.
The Journal of Marketing Analytics will feature applied research papers on topics like targeting, segmentation, big data, customer loyalty and lifecycle management, cross-selling, CRM, data quality management, multi-channel marketing, and marketing strategy.
The Journal of Marketing Analytics aims to combine the rigor of carefully controlled scientific research methods with applicability of real world case studies. Our double blind review process ensures that papers are selected on their content and merits alone, selecting the best possible papers in this field.
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