Conceptualising the value of web content in marketing research

Purpose This paper aims to conceptualise the value of analysing web content for marketing research based on a conceptual perspective with some practical views. This article chooses to use a conceptual base for its discussion in the view that it is important to establish a fundamental academic understanding as opposed to practical examples that can vary in significance and timeliness. Design/methodology/approach This article is a conceptual review of how technological advancements on the web have engendered a valuable platform for content analysis research. Findings The literature review and discussion points out that content analysis using web data can now be carried out with significant advantages such as greater accuracy, timeliness, and lower cost compared to the offline alternative. This article postulates the current value of web content analysis in marketing research requires re‐evaluation. Practical applications This article is expected to provide a better understanding of the value of using web data for content analysis by professional and academic marketing researchers, and more importantly, enables a more informed decision in choosing between offline and web data. Originality/value Sentiments on the value of web content are mixed in the research community. The hype generated in the nascent stages of the internet has selectively damaged its credibility as a reliable platform for research. In light of technological advancements, this paper suggests a re‐evaluation of this platform for research based on a conceptual discussion.