CONTENT ANALYSIS OF STUDIES ON ARTIFICIAL INTELLIGENCE IN MARKETING

Abstract

Artificial Intelligence (AI) can simply be defined as the intelligence exhibited by machines. In recent years, AI applications in the field of marketing have become quite widespread. Costs are decreasing and profit rates are increasing in businesses with the aid of AI. It has been stated that AI will change marketing strategies, sales processes, and customer behavior in the future. For this reason, observing the changes and developments in the literature on AI is scientifically important. The best method for this is content analysis. In this study, a literature review on artificial intelligence in the field of marketing was conducted by analyzing the content using the bibliometric analysis technique. Articles indexed in Web of Science (SSCI, SCI-Expanded, and ESCI) and published in English were included in the content analysis. The study covers the years 1991-2023. In total, 3188 articles in 1371 journals were evaluated. The countries that publish the most in this field are China the USA, and India. It was determined that the articles were mostly published in journals in the fields of business administration, electrical and electronics engineering, and computer science and information systems. The most frequently used words in article titles are market, marketing, AI, analysis, and forecasting. The number of publications, which was quite low in the 1990s and early 2000s, has started to increase significantly since 2016. This content analysis aims to shed light on future research on artificial intelligence in the field of marketing and to guide marketing researchers who will study in this field.

Keywords

• Marketing
• Artificial Intelligence
• Business
• Content Analysis

Pazarlamada Yapay Zekâ Üzerine Yapılan Çalışmaların İçerik Analizi

Öz

Yapay Zekâ (YZ) en basit ifade ile makineler tarafından sergilenen zekâ olarak tanımlanabilir. Son yıllarda pazarlama alanında YZ uygulamaları çokça yaygınlaşmıştır. YZ sayesinde işletmelerde maliyetler azalmakta ve kâr oranları artmaktadır. YZ’nın gelecekte pazarlama stratejileri, satış süreçleri ve müşteri davranışlarını değiştireceği belirtilmiştir. Bu sebeple, YZ ile ilgili literatürdeki değişim ve gelişmelerin gözlenmesi bilimsel açıdan önem taşımaktadır. Bunun için en iyi yöntem içerik analizi yapılmasıdır. Bu çalışmada pazarlama alanında yapay zeka ile ilgili literatür taraması bibliyometrik analiz tekniğiyle içerik analiz edilerek yapılmıştır. Web of Science’da indekslenen (SSCI, SCI-Expanded ve ESCI) ve İngilizce dilinde yayımlanan makaleler içerik analizine dâhil edilmiştir. Çalışma, 1991-2023 yıllarını kapsamaktadır. Toplamda 1371 dergide 3188 makale değerlendirilmiştir. Bu alanda en fazla yayın yapan ülkelerin Çin, ABD ve Hindistan olduğu görülmüştür. Makalelerin en çok işletme, elektrik-elektronik mühendisliği ile bilgisayar bilimi ve bilgi sistemleri alanlarındaki dergilerde yayımlandığı belirlenmiştir. Makale başlıklarında en sık geçen kelimeler ise pazar, pazarlama, yapay zekâ, analiz ve tahmin kelimeleridir. 1990’lı yıllar ve 2000’lerin başında epey düşük olan yayın sayıları 2016 yılından itibaren bir hâyli artmaya başlamıştır. Bu içerik analizinin, pazarlama alanında yapay zekâ ile ilgili yapılacak gelecekteki araştırmalara ışık tutması ve bu alanda çalışacak pazarlama araştırmacılarına yol göstermesi hedeflenmiştir.

Anahtar Kelimeler

• Pazarlama
• Yapay Zeka
• İşletme
• İçerik Analizi

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