From data to action: How marketers can leverage AI

Authors: Campbell, Colin, Sands, Sean, Ferraro, Carla, Tsao, Hsiu-Yuan (Jody), Mavrommatis, Alexis

Source: In Business Horizons March-April 2020 63(2):227-243

A machine-learning based approach to measuring constructs through text analysis.

Authors: Tsao, Hsiu-Yuan (Jody)¹ (AUTHOR) jodytsao@gmail.com, Campbell, Colin L.² (AUTHOR) colincampbell@sandiego.edu, Sands, Sean³ (AUTHOR) ssands@swin.edu.au, Ferraro, Carla³ (AUTHOR) cferraro@swin.edu.au, Mavrommatis, Alexis⁴ (AUTHOR) alexis.mavrommatis@esade.edu, Lu, Steven (Qiang)⁵ (AUTHOR) steven.lu@sydney.edu.au

Source: European Journal of Marketing. 2020, Vol. 54 Issue 3, p511-524. 14p.

Subject Terms: *Sentiment analysis, Word frequency, Content analysis, Acquisition of data, Machine learning