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빅데이터를 통해 살펴본 기부연구
Author
오민정
Journal Title
마케팅연구
Publication Year
2020
Topics
Summary
This study utilizes big data analysis of 770 donation research papers to identify trends and suggest future strategies. Through topic modeling, six topics (donor-centered, donation linkage promotion, donation method/mechanism, donation motive, beneficiary-oriented, sustainable donation) were derived, and network analysis revealed changes in donation research trends. Notably, the focus of donation is refocusing on beneficiaries from 2017, and research on donation motives and mechanisms is steadily increasing.
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