Exploring the use of content analysis methodology in consumer research

Vespestad, May Kristin; Clancy, Anne

doi:10.1016/j.jretconser.2020.102427

Cited by 44 publications

(24 citation statements)

References 85 publications

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“…Hence, a researcher reviews themes or categories of analysis through conceptualization, data collection, analysis, and interpretation. In the second, the search is oriented for the quantification of content as to predetermined categories; and it is conducted in a systematic and replicable manner ( 11 , 24 ).…”

Section: Methodsmentioning

confidence: 99%

The Text Mining Technique Applied to the Analysis of Health Interventions to Combat Congenital Syphilis in Brazil: The Case of the “Syphilis No!” Project

Rocha

Santos

Fontes

et al. 2022

Front. Public Health

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Congenital syphilis (CS) remains a threat to public health worldwide, especially in developing countries. To mitigate the impacts of the CS epidemic, the Brazilian government has developed a national intervention project called “Syphilis No.” Thus, among its range of actions is the production of thousands of writings featuring the experiences of research and intervention supporters (RIS) of the project, called field researchers. In addition, this large volume of base data was subjected to analysis through data mining, which may contribute to better strategies for combating syphilis. Natural language processing is a form of knowledge extraction. First, the database extracted from the “LUES Platform” with 4,874 documents between 2018 and 2020 was employed. This was followed by text preprocessing, selecting texts referring to the field researchers' reports for analysis. Finally, for analyzing the documents, N-grams extraction (N = 2,3,4) was performed. The combination of the TF-IDF metric with the BoW algorithm was applied to assess terms' importance and frequency and text clustering. In total, 1019 field activity reports were mined. Word extraction from the text mining method set out the following guiding axioms from the bigrams: “confronting syphilis in primary health care;” “investigation committee for congenital syphilis in the territory;” “municipal plan for monitoring and investigating syphilis cases through health surveillance;” “women's healthcare networks for syphilis in pregnant;” “diagnosis and treatment with a focus on rapid testing.” Text mining may serve public health research subjects when used in parallel with the conventional content analysis method. The computational method extracted intervention activities from field researchers, also providing inferences on how the strategies of the “Syphilis No” Project influenced the decrease in congenital syphilis cases in the territory.

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Section: Methodsmentioning

confidence: 99%

The Text Mining Technique Applied to the Analysis of Health Interventions to Combat Congenital Syphilis in Brazil: The Case of the “Syphilis No!” Project

Rocha

Santos

Fontes

et al. 2022

Front. Public Health

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show abstract

“…Content analysis is a research technique used to make replicable and valid inferences from data to their context (Krippendorff, 2013). As a method, it implies the development of categories from visual or textual data and it can be conducted in an inductive or deductive way (Rokka and Canniford, 2016;Rose, 2012;Vespestad and Clancy, 2021). Once the research question is defined, visual content analysis implies several procedures (Rose, 2012;Serafini and Reid, 2019): construct the corpus, define the object of analysis, develop initial categories and an analytical template, test the analytical template, apply the analytical template to the corpus and construct the factors.…”

Section: Methodsmentioning

confidence: 99%

Visually communicating brand heritage on social media: champagne on Instagram

Butcher

Pecot²

2021

JPBM

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Purpose This paper aims to investigate how the abstract marketing concept of brand heritage is operationalized through visual elements on social media. Design/methodology/approach A mixed-methods approach combines interviews with marketing experts, a focus group with specialized academics, an open coding of Instagram images and the systematic coding of 800 images of eight champagne brands (company-generated content). Findings The study identifies 20 brand heritage codes (e.g. groupings of brand heritage visual cues with homogenous meanings). These codes are combined in three different factors (brand symbols, product legacy and consumption rituals) that discriminate between brands. Research limitations/implications The paper offers a description of what brand heritage looks like in practice. This visual operationalization of brand heritage is based on a single category, a limitation that further research can address. The results also contribute to research on visual brand identity and provide practical insights for the management of brand heritage at the product brand level. Originality/value This paper bridges the gap between the strategic management of brand heritage as a resource and the way it is concretely made available to the consumers.

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“…According to Lin et al (2020), this kind of open-ended question allows respondents to express their thoughts, perceptions and experiences freely but still focus on the topic of discussion. The study by Vespestad et al (2021), Suyanto et al (2019), andPriporas et al (2017) stated that consumers in the younger generations are no longer influenced by direct sales or marketing. Instead, they seek information about the brand, product and services in the market through technology platforms.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Travel: A Conceptual Framework in Travel Protection Plan Subscription Behaviour among Millennials

Nasir¹,

Rahman²

2022

JCIS

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Due to evolving travel trends, safety and security in tourism have become a huge challenge for Malaysians. A series of accidents can drag travellers down to suffer from financial loss; thus, this demands essential coverage for protection during the trip. Despite that, the percentage of Malaysian travellers that subscribe to the Travel Protection Plan (TPP) remains low due to uninsured behaviour caused by a lack of awareness and knowledge, especially among millennials. This paper examines the literature that determines the grounded theories to identify factors that will engage more subscribers towards TPP through content analysis of past consumer behaviour studies. The systematic literature review used in the study shows that past literature has tapped into marketing, performance, sales, product, medical and law implementation areas but scarcely on behaviour areas. The authors proposed that actual behaviour among Millennial travellers can be understood using Decomposed Theory of Behaviour (DTPB) and Risk Perception Theory (RPT), which comprise two factors that influence the subscription behaviour, namely implicit and explicit attitude in TPP subscription. Finally, the article outlined the framework that would construct key strategies from the insight of travellers’ and practitioners' interviews in line with the proposed theories to understand the actual behaviour of subscription among Millennial travellers. The paper will be useful to researchers, market players and travellers to understand the importance of a Travel Protection Plan subscription before embarking on their journey.

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Exploring the use of content analysis methodology in consumer research

Cited by 44 publications

References 85 publications

The Text Mining Technique Applied to the Analysis of Health Interventions to Combat Congenital Syphilis in Brazil: The Case of the “Syphilis No!” Project

The Text Mining Technique Applied to the Analysis of Health Interventions to Combat Congenital Syphilis in Brazil: The Case of the “Syphilis No!” Project

Visually communicating brand heritage on social media: champagne on Instagram

Travel: A Conceptual Framework in Travel Protection Plan Subscription Behaviour among Millennials

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