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Conceptualising the value of web content in marketing research

Joshua Chang (School of Management, Curtin Business School, Curtin University of Technology, Perth, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 25 October 2011




This paper aims to conceptualise the value of analysing web content for marketing research based on a conceptual perspective with some practical views. This article chooses to use a conceptual base for its discussion in the view that it is important to establish a fundamental academic understanding as opposed to practical examples that can vary in significance and timeliness.


This article is a conceptual review of how technological advancements on the web have engendered a valuable platform for content analysis research.


The literature review and discussion points out that content analysis using web data can now be carried out with significant advantages such as greater accuracy, timeliness, and lower cost compared to the offline alternative. This article postulates the current value of web content analysis in marketing research requires re‐evaluation.

Practical applications

This article is expected to provide a better understanding of the value of using web data for content analysis by professional and academic marketing researchers, and more importantly, enables a more informed decision in choosing between offline and web data.


Sentiments on the value of web content are mixed in the research community. The hype generated in the nascent stages of the internet has selectively damaged its credibility as a reliable platform for research. In light of technological advancements, this paper suggests a re‐evaluation of this platform for research based on a conceptual discussion.



Chang, J. (2011), "Conceptualising the value of web content in marketing research", Marketing Intelligence & Planning, Vol. 29 No. 7, pp. 687-696.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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