A Text Mining Investigation of the Presence and Emotional Impact of Religious Language in Service Organizations' Websites. Issue 1 (2nd January 2020)

• Record Type: Journal Article
• Authors: Asllani, Arben; Halstead, Diane; Taylor, Valerie A.
• Is Part Of: Services marketing quarterly. Volume 41:Issue 1(2020)
• Page Start: 68
• Page End: 87
• Publication Date: 2020-01-02
• Subjects: Web discourse -- religious firms -- service firms -- emotions -- text mining; Marketing -- Periodicals; Service industries -- Periodicals; 658.8
• DOI: 10.1080/15332969.2019.1707376
• Languages: English
• ISSNs: 1533-2969

Abstract

Abstract: Christian religious language in marketing communications is becoming more common, and many Christian-based service firms communicate religiosity via company websites. The impact of religious language in company websites has not been directly addressed, however. Consequently, using a novel text mining methodology, this research examines the presence and impact of religious language on organizations' websites over a 10-year period, including the emotional sentiments of the language and their intensity. The most frequently used religious words are identified and discussed, as is how the religious language contributes to the emotional tone of the message.