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ChatGPT is a versatile technology with practical use cases spanning many professional disciplines including marketing. Being a recent innovation, however, there is a lack of academic insight into its tangible applications in the marketing realm. To address this gap, the current study explores ChatGPT’s application in marketing by mining social media data. Additionally, the study employs the stages-of- growth model to assess the current state of ChatGPT’s adoption in marketing organizations.

The study collected tweets related to ChatGPT and marketing using a web-scraping technique (N = 23,757). A topic model was trained on the tweet corpus using latent Dirichlet allocation to delineate ChatGPT’s major areas of applications in marketing.

The topic model produced seven latent topics that encapsulated ChatGPT’s major areas of applications in marketing including content marketing, digital marketing, search engine optimization, customer strategy, B2B marketing and prompt engineering. Further analyses reveal the popularity of and interest in these topics among marketing practitioners.

The findings contribute to the literature by offering empirical evidence of ChatGPT’s applications in marketing. They demonstrate the core use cases of ChatGPT in marketing. Further, the study applies the stages-of-growth model to situate ChatGPT’s current state of adoption in marketing organizations and anticipate its future trajectory.

This paper aims to establish a two‐part research agenda for marketing in supply chain management (SCM) through the application of an interdisciplinary model, using marketing, operations, logistics/purchasing, and information technology as the nodes for a model.

After generating a list of the highly ranked and relevant journals in each of the four disciplines, an exhaustive search was conducted of the literature published from January 1999 through December 2002, using the keywords supply chain and supply chain management. The keywords were searched for in any field (i.e. title or abstract). The authors also conducted a Delphi study of experts to identify relevant journals in each field. The resulting articles were sorted by topic and mapped to one of the other remaining three functional disciplines. This yielded six intersections between functions, three of which are examined in this manuscript as dyads with marketing. Thus, it was possible to identify current overlap in topics researched and potential areas of overlap, representing opportunities for collaboration between the disciplines.

For simplicity and focus, this paper presents only marketing SCM research. The mapping process yielded: topics that are being researched from the marketing perspective but not in the IT, logistics, or operations perspectives; topics that are being researched from the IT, logistics, or operations perspectives but not from the marketing perspective; and similar (or identical) topics that are being researched from both the marketing and the IT perspective, the marketing and logistics perspective, and the marketing and operations perspective. Based on these mappings, an interdisciplinary research agenda for marketing SCM researchers was derived.

Using an automated extraction of articles from published databases by using keywords may present inconsistencies. The authors have attempted to minimize the inconsistencies by documenting the process and cross‐validating the work in each function with at least two of the research team independently extracting, categorizing, and mapping the articles. Another limitation that arose was in terms of language. Since the research team consisted of researchers from different functional areas, it had to address semantics issues as the study was conducted. The authors also limited the initial endeavor to mapping only as a dyad and only using dichotomous variables. Future work on this model may include an ordinal ranking system or multi‐function mapping.

This work presents a useful model for determining an interdisciplinary research agenda in marketing. Since business and supply chain integration are increasingly important, concepts in business, academic research should take an interdisciplinary approach, providing the prospects for richer and more applicable results. Interdisciplinary research can also help to combat the silos that people tend to work in, creating new knowledge.

This paper provides the example of a model for determining an interdisciplinary research agenda. Supply chain management has been co‐opted by almost every business discipline. There is much to be learned by working together to bring new ideas and knowledge to bear on the issues related to managing the supply chain.

The purpose of this study is to provide a progress review of published Internet marketing research within the top eight hospitality and tourism journals and to provide suggestions on future research directions.

The study collected 331 Internet marketing-related articles published in the top eight hospitality and tourism journals during the period of 1996-2013. Using content analysis, the study analyzed and discussed research topics, research methods and industry sectors of selected articles. The study period was broken into three sub-periods and used correspondence analysis (CA) to examine the significant changes of topical areas over time. A follow-up CA was conducted to compare the topical and methodological preferences of the selected eight journals.

In all, 5-category and 27-subcategory classifications of research topics were identified in the study. The two-dimensional perceptual map indicates that Internet marketing research in the hospitality and tourism fields experienced introduction, growth and maturity stages. The research focus changed from business perspective to customer perspective and then to both business and customer perspectives. The eight top hospitality and tourism journals were grouped into four journal sets that share similar article characteristics and preferences.

Due to the sample size, the classifications and trends generated in this study may not be generalized to all Internet marketing research in hospitality and tourism disciplines. The process of identifying topic and method categories might be biased, especially in identifying new topics. Future research may apply CA method in literature review studies on other research topics.

The study analyzed published research in Internet marketing in the hospitality and tourism fields and provided topical and methodological recommendations to academia for future research. This study may also give hospitality managers new insights into Internet marketing applications in the industry.

This study is one of the few attempts to provide a comprehensive review of Internet marketing research in the hospitality and tourism fields. This study uses CA in literature review study, opening up a new way to easily analyze and visually display the literature trends. This study also creatively compared the publication preferences among eight top-tier hospitality and tourism journals using correspondence analysis.

This paper aims to analyze the evolution of digital and smart technologies and their relationship with different themes within marketing journals. In addition, this study has included the evolution of digital and smart technologies in relevant International Marketing (IM)/International Business (IB) journals to describe the impact of technology on this specific area to draw some interesting conclusions.

A bibliometric approach is applied in this research using science mapping analysis to visualize and reveal the evolution of smart and digital technologies in this specific academic area.

By combining science maps with performance indicators, the results of this study suggest that new technologies are related to eight main topics within marketing journals: implementation-completion, perceptions, behavior, market competition, adoption-diffusion model, social media, competitive advantage and disruptive technology. Additionally, this work provides new avenues for future research. When analyzing IM and IB journals, the findings highlight six thematic areas: perceptions-eWOM relationship, innovative foreign markets, performance determinants, Japan, industrial research and China.

This study contributes theoretically to developing and describing a framework for research in smart and digital technologies in the general marketing and international marketing/business fields. It adds a coherent perspective on the points of contact in marketing evolution, where smart technology has a meaningful role. This study outlines the changing questions surrounding the touchpoints as well as emerging research topics.

This study aimed to present the methodology of the text data analysis to establish marketing strategies for fintech companies in a practical way. Specifically, the methodology was presented to convert customers' review data, which consisted of the text data (unstructured data), to the numerical data (structured data) by using a text mining algorithm “Global Vectors for Word Representation,” abbreviated as “GloVe”; additionally, the authors presented the methodology to deploy the numerical data for marketing strategies with eliminate-reduce-raise-create (ERRC) value factor analytics.

First, the authors defined the background, features and contents of fintech services based on a review of related literature review. Additionally, they examined business strategies, the importance of social media for fintech services and fintech technology trends based on the literature review. Next, they analyzed the similarity between fintech-related keywords, which represent the trends in fintech services, and the text data related to fintech corporations and their services posted on Facebook and Twitter, which are two of the most popular social media globally, during the period 2017–2019. The similarity was then quantified and categorized in terms of the representative global fintech companies and the status of each fintech service sector. Furthermore, the similarity was visualized, and value elements were rebuilt using ERRC strategy analytics.

This study is meaningful in that it quantifies the degree of similarity between customers' responses, experiences and expectations regarding the rapidly growing global fintech firms' services and trends in fintech services.

This study suggests a practical way to apply in business by providing a method for transforming unstructured text data into structured numerical data it is measurable. It is expected that this study can be used as the basis for exploring sustainable development strategies for the fintech industry.

Wine as a research topic continues to address a plethora of diverse contexts. In consideration of this scope and abundance of wine literature, this study aims to provide guidance for future meaningful contributions to this existing body of wine knowledge through a comprehensive scholarly review.

A total of 22 wine business, hospitality and tourism journals were selected and used to identify 739 refereed articles addressing wine-related topics over a 26-year period from 1990 to 2015. This was segmented using five wine research time frames, which were then separately investigated using content analysis and keyword network analysis.

Results support the importance for continued refinement of certain research areas to add understanding to wine research. In particular, the topics of marketing and tourism pertaining to wine research have fragmented into much more specialized sub-segments over this 26-year period.

Limitations include generalizability of findings because of the study’s use of 22 journals, along with the selected 26-year period. Future research should examine other time periods using other publications in peripheral and in non-related areas to seek topics potentially and inadvertently overlooked by this process. Significant topics and trends regarding wine research were identified and classified according to time periods. Information has been provided for future directions and new research agendas.

Based upon an examination of time periods segmented by half-decades, keyword network analysis was used to explore wine research trends. Using keyword network analytics, this method for identifying networks between key words produced findings that have brought the literature regarding wine research to a current status allowing academics to gain insights into potential direction for future research needs.

This paper aims to discuss the suitability of topic modeling as a review method, identifies and compares the machine learning (ML) research trends in five primary business organization verticals.

This study presents a review framework of published research about adopting ML techniques in a business organization context. It identifies research trends and issues using topic modeling through the Latent Dirichlet allocation technique in conjunction with other text analysis techniques in five primary business verticals – human resources (HR), marketing, operations, strategy and finance.

The results identify that the ML adoption is maximum in the marketing domain and minimum in the HR domain. The operations domain witnesses the application of ML to the maximum number of distinct research areas. The results also help to identify the potential areas of ML applications in future.

This paper contributes to the existing literature by finding trends of ML applications in the business domain through the review of published research. Although there is a growth of research publications in ML in the business domain, literature review papers are scarce. Therefore, the endeavor of this study is to do a thorough review of the current status of ML applications in business by analyzing research articles published in the past ten years in various journals.

The study aims examine the popular master narrative that marketing education in Britain first appeared in the 1960s and understand if its origins can in fact be traced to an earlier period. This is undertaken through an examination of the courses taught from 1902 to 1969 at the Faculty of Commerce, University of Birmingham, Great Britain.

The study draws on a number of primary source materials held at the archives at the Cadbury Research Library, University of Birmingham, that are related to the Faculty of Commerce.

The study identifies that marketing courses were being taught in Britain long before the 1960s by the new business schools; we can trace its origins to the beginning of the twentieth century at Birmingham. From 1902 onwards, marketing was consistently part of the syllabus of the undergraduate programme and it became part of the core syllabus of the post-graduate programme.

The findings of the study require marketing education scholars and scholars of the emergence of marketing thought to revise their beliefs concerning the emergence of marketing education in Great Britain and situate this in an earlier period.

The paper demonstrates the historical value of studying early commerce syllabi and the manner in which marketing-themed content was delivered to students.

Understanding customers is critical for service researchers and practitioners. Today, customers are increasingly active online, and valuable information about their opinions, experiences and behaviors can be retrieved from a variety of online platforms. Online customer information creates new opportunities to design personalized and high-quality service. This paper aims to review how netnography as a method can help service researchers and practitioners to better use such data.

A systematic review and analysis were conducted on 321 netnography studies published in marketing journals between 1997 and 2017.

The systematic review reveals that netnography has been applied in a variety of ways across different marketing fields and topics. Based on the analysis of existing netnography literature, empirical, theoretical and methodological recommendations for future netnographic service research are presented.

This paper shows how netnography can offer service researchers unprecedented opportunities to access naturalistic online data about customers and, hence, why it is an important method for future service research.

Netnographic research can help service firms with, for example, service innovation, advertising and environmental scanning. This paper provides guidelines for service managers who want to use netnography as a market research tool.

Netnography has seen limited use in service research despite many promising applications in this field. This paper is the first to encourage and support service researchers in their use of the method and aims to stimulate interesting future netnographic service research.