宗教语言在服务机构网站中的存在及其情感影响的文本挖掘研究

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2020-01-02 DOI:10.1080/15332969.2019.1707376

Arben Asllani, D. Halstead, Valerie A. Taylor

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引用次数: 0

摘要

基督教的宗教语言在营销传播中变得越来越普遍，许多以基督教为基础的服务公司通过公司网站传播宗教信仰。然而，宗教语言在公司网站上的影响还没有得到直接解决。因此，本研究使用一种新颖的文本挖掘方法，研究了10年来宗教语言在组织网站上的存在和影响，包括语言的情感情绪及其强度。最常用的宗教词汇被识别和讨论，以及宗教语言如何有助于信息的情感基调。

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A Text Mining Investigation of the Presence and Emotional Impact of Religious Language in Service Organizations’ Websites

Abstract Christian religious language in marketing communications is becoming more common, and many Christian-based service firms communicate religiosity via company websites. The impact of religious language in company websites has not been directly addressed, however. Consequently, using a novel text mining methodology, this research examines the presence and impact of religious language on organizations’ websites over a 10-year period, including the emotional sentiments of the language and their intensity. The most frequently used religious words are identified and discussed, as is how the religious language contributes to the emotional tone of the message.

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.