Digital Marketing Trends Reshaped by Artificial Intelligence: A Bibliometric Approach

Abstract

This study examines how artificial intelligence technologies have transformed digital marketing trends, focusing on academic publications indexed in Scopus from 2010 to 2024. The rise of artificial intelligence in marketing has significantly impacted optimizing marketing strategies and enhancing data analysis capabilities. The aim is to assess current research trends, key findings, and future potential areas at artificial intelligence and digital marketing intersections through a bibliometric approach. The analysis was conducted using the "R" program's bibliometrix package, evaluating articles from Scopus databases based on selected keywords, frequency, citation counts, authors, sources, and subjects. Additionally, co-occurrence, network, and trend analysis methods were employed to reveal the main currents and relationships in the literature. The results indicate an increasingly significant impact of artificial intelligence on the field of digital marketing.

Keywords

• Artificial Intelligence
• Digital Marketing
• Bibliometric Analysis
• Bibliometrix

Yapay Zekâ ile Yeniden Şekillenen Dijital Pazarlama Trendleri: Bibliyometrik Bir Yaklaşım

Abstract

Bu çalışma, yapay zekâ teknolojilerinin dijital pazarlama trendlerini nasıl dönüştürdüğünü inceleyerek, 2010-2024 yılları arasındaki scopus indeksinde taranmış akademik yayınlara odaklanmaktadır. Yapay zekanın pazarlama alanındaki yükselişi ile, pazarlama stratejilerini optimize etme ve veri analizi kapasitelerini artırmada önemli bir etki oluşturmuştur. Çalışmanın amacı, yapay zekâ ve dijital pazarlama kesişimindeki mevcut araştırma eğilimlerini, temel bulguları ve gelecekteki potansiyel alanları bibliyometrik bir yaklaşımla değerlendirmektir. Çalışmanın analizi "R" programının bibliometrix eklentisi kullanılarak yapılmıştır. Scopus veri tabanlarından elde edilen makaleler, belirlenen anahtar kelimelerle filtrelenip, sıklık, alıntı sayısı, yazarlar, kaynaklar ve konuları temel alarak değerlendirilmiştir. Ayrıca, eş-ortaklık analizi, ağ analizi ve trend analizi gibi yöntemler kullanılarak, literatürdeki ana akımlar ve ilişkiler ortaya konuşmuştur. Bulunan sonuçlar, yapay zekânın dijital pazarlama alanında giderek artan bir etkiye sahip olduğunu göstermektedir.

Keywords

• Yapay Zeka
• Dijital Pazarlama
• Bibliyometrik Analiz
• Bibliometrix

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