Using Bibliometrics and Text Mining to Explore the Trends of E-Marketing Literature from 2001 to 2010

This paper describes a hybrid approach, using bibliometrics and text-mining, used to analyze longitudinal trends in the literature of e-marketing research from 2001 to 2010. The abstracts of 888 articles from six leading marketing journals were analyzed. The analysis identifies several core topics and themes of e-marketing research and reveals trends occurring in this growing area. The study reveals that combing bibliometrics with text-mining is a useful way to identify themes and trends for a topic in the literature and can produce meaningful results to help researchers achieve a deeper understanding of an area of interest. Wu He Old Dominion University, USA Thad Chee Old Dominion University, USA Dazhi Chong Old Dominion University, USA Elizabeth Rasnick Old Dominion University, USA