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The purpose of this paper is to introduce, apply and compare how artificial intelligence (AI), and specifically the IBM Watson system, can be used for content analysis in marketing research relative to manual and computer-aided (non-AI) approaches to content analysis.

To illustrate the use of AI-enabled content analysis, this paper examines the text of leadership speeches, content related to organizational brand. The process and results of using AI are compared to manual and computer-aided approaches by using three performance factors for content analysis: reliability, validity and efficiency.

Relative to manual and computer-aided approaches, AI-enabled content analysis provides clear advantages with high reliability, high validity and moderate efficiency.

This paper offers three contributions. First, it highlights the continued importance of the content analysis research method, particularly with the explosive growth of natural language-based user-generated content. Second, it provides a road map of how to use AI-enabled content analysis. Third, it applies and compares AI-enabled content analysis to manual and computer-aided, using leadership speeches.

For each of the three approaches, nine steps are outlined and described to allow for replicability of this study. The advantages and disadvantages of using AI for content analysis are discussed. Together these are intended to motivate and guide researchers to apply and develop AI-enabled content analysis for research in marketing and other disciplines.

To the best of the authors’ knowledge, this paper is among the first to introduce, apply and compare how AI can be used for content analysis.

This paper aims to illustrate the scope and challenges of using computer-aided content analysis in international marketing with the aim to capture consumer sentiments about COVID-19 from multi-lingual tweets.

The study is based on some 35 million original COVID-19-related tweets. The study methodology illustrates the use of supervised machine learning and artificial neural network techniques to conduct extensive information extraction.

The authors identified more than two million tweets from six countries and categorized them into PESTEL (i.e. Political, Economic, Social, Technological, Environmental and Legal) dimensions. The extracted consumer sentiments and associated emotions show substantial differences across countries. Our analyses highlight opportunities and challenges inherent in using multi-lingual online sentiment analysis in international marketing. Based on these insights, several future research directions are proposed.

First, the authors contribute to methodology development in international marketing by providing a “use-case” for computer-aided text mining in a multi-lingual context. Second, the authors add to the knowledge on differences in COVID-19-related consumer sentiments in different countries. Third, the authors provide avenues for future research on the analysis of unstructured multi-media posts.

The purpose of this study is to investigate the effects of the innovativeness-related language of crowdfunding pitches on funding outcomes under different boundary conditions specified by two context-relevant signals, entrepreneurial passion and social endorsement.

This study develops six hypotheses about the focal impacts of innovativeness-related language (i.e. incremental and radical) and the moderating effects of entrepreneurial passion and social endorsement. The hypotheses are tested with a sample of 1,057 real projects collected from a typical platform with a computer-aided content analysis method.

This study finds that pitches containing more incremental innovativeness language can generate more funds and that those containing more radical innovativeness language can lead to less favorable funding outcomes. While incremental innovativeness language interacts with entrepreneurial passion language to positively affect funding outcomes, radical innovativeness language requires social endorsement to diminish its negative effect on funding outcomes.

This study demonstrates that the content of messages of entrepreneurial narratives does indeed drive funding success in the context of reward-based crowdfunding and confirms the relevance of the consumer perspective of reward-based crowdfunding by using a real dataset.

This work joins a number of entrepreneurial narrative studies investigating the impacts of the innovativeness-related language of pitches (issue-relevant content) and their interactions with informational signals (i.e. entrepreneurial passion and social endorsement) on funding outcomes in the context of reward-based crowdfunding.

A lot has been discussed about Peter Drucker, and there exists significant written content admiring or criticizing his work as a management writer. This paper aims to offer a holistic analysis of Peter Drucker’s written contributions to better understand his views of society, government and organizations of all kinds.

Many have written about Peter Drucker and his considerable impact on the practical and philosophical foundations of modern management. Yet, there has been no systematic scholarly evaluation of Drucker as a writer, although many have praised and criticized his written work on management. In this study, the authors offer an analysis of Peter Drucker’s written contributions to evaluate his central contributions, as well as how he communicated his ideas on society and management.

A comprehensive analysis of Drucker’s word usage and writing style throughout his writing career forms an evidence-based approach to better understand his viewpoints and objectively evaluate the criticisms surrounding his work.

This research contributes to a better understanding of Peter Drucker’s central contributions, concerns and sentiments, as it relates to not only business management but also to his views of society, government and organizations of all kinds. A reconsideration of Drucker as a writer presents possible implications for the practice of management.

A royal charter of incorporation imposing public benefit/social responsibilities established the privately owned British South Africa Company (BSAC), in return for power to exploit a huge territory using low-cost local labour. This study explores the dual principal–agent problem of how the BSAC used annual report narratives to report on its conflicting economic responsibilities to investors versus its public benefit charter responsibilities to the British Crown.

Having digitised the dataset, the research analyses narratives from 29 BSAC annual reports spanning a continuous 35-year royal charter period, using computer-aided keyword content analysis to identify economic-orientated versus public benefit-orientated annual report narratives. The research analyses how the annual report narratives shifted according to four key contextual periods by reference to the changing influence of private investors versus the British Crown.

There are two key findings. First, economic primacy. At no point do public benefit disclosures outweigh economic disclosures. Second, the BSAC's meso-corporate context and macro-social/political context can explain patterns in public benefit disclosures. The motivation for producing public benefit information is not altruism. Rather, commercial interests motivate disclosure. The BSAC used its annual reports to sustain what proved ultimately unsustainable – royal charter-style colonialism.

This accounting history study contributes to an understanding of corporate narrative reporting using one of the earliest known cases of such analysis and shows how accounting plays a central role in facilitating a company in sustaining its interests. This 100-year lookback may be a portend of the future for modern-day annual report corporate social responsibility narratives in, say, mining and oil and gas company corporate reports, especially if these natural resources run out.

This paper aims to extend the understanding of the ways in which social entrepreneurs give sense to and legitimize their work by introducing a rhetoric-orientation view of social entrepreneurship (SE).

This study uses computer-aided text analysis and computational linguistics to study 191 interviews of social and business entrepreneurs. It offers validation and exploration of new concepts pertaining to the rhetoric orientations of SE.

This study confirms prior untested assumptions that the rhetoric of social entrepreneurs is more other, stakeholder engagement and justification-oriented and less self-oriented than the rhetoric of business entrepreneurs. It also confirms that the rhetoric of both types of entrepreneurs is equally economically oriented.

This research makes new contribution to the SE literature by introducing three new orientations, namely, solution, impact and geographical, which reflect distinctive rhetorical themes used by social entrepreneurs, and by revealing that social entrepreneurs use terms associated with other, stakeholder engagement, justification, economic, solution, impact and geographical orientations differently than business entrepreneurs.

The purpose of this paper is to evaluate the effectiveness of a novel method for performing content analysis in managerial research – crowdsourcing, a system where geographically distributed workers complete small, discrete tasks via the internet for a small amount of money.

The authors examined whether workers from one popular crowdsourcing marketplace, Amazon's Mechanical Turk, could perform subjective content analytic tasks involving the application of inductively generated codes to unstructured, personally written textual passages.

The findings suggest that anonymous, self-selected, non-expert crowdsourced workers were applied content codes efficiently and at low cost, and that their reliability and accuracy compared to that of trained researchers.

The authors provide recommendations for management researchers interested in using crowdsourcing most effectively for content analysis, including a discussion of the limitations and ethical issues involved in using this method. Future research could extend the findings by considering alternative data sources and coding schemes of interest to management researchers.

Scholars have begun to explore whether crowdsourcing can assist in academic research; however, this is the first study to examine how crowdsourcing might facilitate content analysis. Crowdsourcing offers several advantages over existing content analytic approaches by combining the efficiency of computer-aided text analysis with the interpretive ability of traditional human coding.

This research aims to investigate how entrepreneurial orientation influences a firm’s differentiation–cost advantage ambidexterity (DCAA) and performance indirectly through dynamic capabilities, while also investigating the impact of the interactive effect of the level and consistency of entrepreneurial orientation on dynamic capabilities. The goal of this study is to better understand the importance of consistently following an entrepreneurial orientation, as well as the linkage of such a consistently implemented strategy upon gaining both a cost and differentiation positioning enhancement.

Two empirical studies are conducted to test the proposed hypotheses – one longitudinal with multiple forms of data (i.e. text data, survey data and archival data) from 100 Taiwanese electronics firms and the other using primary data from a survey of senior managers.

Entrepreneurial orientation improves dynamic capabilities, which in turn promote superior DCAA and enhanced firm performance. In addition, as captured through a unique measure of consistency allowed through computer-aided text analysis, the results indicate that the effect of entrepreneurial orientation on dynamic capabilities is amplified when a firm consistently adopts entrepreneurial decisions and actions.

The specific context was a sample of electronics firms in Taiwan. This limits the generalization of findings, as would be possible with assessing the hypotheses in other industries.

This research clearly demonstrates the significance of consistency in pursuing a strategic orientation. The consistent support and deployment of resources facilitates an organization’s achieving positive outcomes associated with an entrepreneurial orientation.

While entrepreneurial orientation contributes to firm performance, extant knowledge on the internal process through which entrepreneurial orientation affects performance is relatively limited. The findings not only highlight the full mediating role of dynamic capabilities and DCAA, but also shed light on the importance of consistency in entrepreneurial orientation over time.

The paper has a dual purpose, being to report on an interrogation of concepts and contexts of accountability used in the accounting literature and to illustrate the application of a qualitative data analysis software tool in this interrogation.

A content analysis was undertaken of 114 journal articles related to accountability and published in highly ranked accounting journals from 2000 to 2007.

Accountability is a concept used in a variety of contexts, particularly in connection with public accountabilities and accountability in the public sector, as well as within social contexts. The emphasis appears to be on accountability reporting in these settings, with less concern for the management perspective. The variety of contextual usage and categorisations of the term “accountability” indicate it has not become more precise over the period in question.

Since only 21 accounting journals are sampled, there is scope for investigating accountability concepts across a broader base of publication outlets. The findings suggest that greater effort should be devoted to developing frameworks of accountability, researching accountability in relatively under‐explored contexts and settings, and considerable scope for researchers to more frequently utilise computer‐assisted qualitative data analysis in content analysis studies concerning accounting and accountability.

While there is anecdotal evidence of the elusive nature of accountability, this paper provides a window on conceptions of accountability employed by accounting scholars and the contexts in which accountability is discussed and researched. Further, the use of the Leximancer software tool in qualitative content analysis is demonstrated, noting that the accounting literature is currently devoid of examples of applications of this software.

This study aims to demonstrate the application of computer-aided text analysis (CATA) software in identifying primary associations and impressions of a specified tourist destination.

The Leximancer software is applied on primary information to analyze the concepts evoked by a destination. Because no specific planning has been done for destination image marketing strategies for rural tourism in Andalusia, this study visualizes and determines clusters of the main attributes associated with this destination.

The analysis identifies the main clusters among associations and impressions of the destination that can be useful in developing strategies.

Only a target segment is studied, with a relatively small sample size.

Leximancer can not only be applied to online user-generated content, but primary information can also be mapped to generate a holistic destination image. Furthermore, identification of the relevant attributes and impressions can serve to identify unique assets to help tourism organizations develop a destination.

Several implications concerning destination marketing are outlined.

Although previous studies have applied Leximancer and other CATA software, the present research uses a new approach. Deriving the primary information on destination image using an unstructured methodology, the concepts evoked by a destination are mapped. Because there is a lack of research on rural tourism in Andalusia and its destination image, its associated attributes are studied.

本论文展示如何使用CATA分析软件来确定一个具体旅游目的地的主要关系和印象。

Leximancer软件主要用于分析一个目的地引发的相关概念。因为安达卢西亚至今未有确定的乡村旅游目的地形象营销策略, 本论文视觉化和决定与此目的地相关的主要因素群。

研究结果指出了此安达卢西亚目的地的主要相关群和印象群, 这些对于指定战略计划有很大帮助。

本论文只研究了单一市场群, 分析样本量较小。

Leximancer不仅可以用来分析用户生成内容, 还可以分析主要信息, 以展示整体旅游目的地形象。此外, 分析指出的相关因素和印象群可以用来确立独特的资源组合, 帮助旅游机构开发旅游目的地。

本论文结构指出了多个旅游目的地营销的相关启示

尽管文献中有关Leximancer和其他CATA软件的使用文章, 本论文创立了新的使用方法。基于对旅游目的地形象的主要信息进行非结构性研究, 本论文对于旅游目的地的概念进行展开论述。由于至今未有针对安达卢西亚的乡村旅游研究以及旅游目的地形象研究, 本研究论述了其相关因素。

关键词 安达卢西亚、旅游目的地形象、旅游目的地因素、CATA软件、Leximancer