Usıng Ai In Marketing: A Biblıometrıc Analysis With Vosviewer

Year 2024, , 327 - 344, 31.07.2024

Muhammet Ali Aytaç

https://doi.org/10.33723/rs.1518172

Cited By: 1

Abstract

Artificial intelligence, like other technological disruptive forces, has revolutionized almost every industry and led to significant changes in business practices. Today, artificial intelligence solutions play an essential role in many areas of marketing. Expectations that artificial intelligence will grow and increase its power in the marketing industry are incredibly high. Therefore, the question is when the full integration of artificial intelligence into our daily lives will occur. In this research, a literature review was done on the use of artificial intelligence in marketing; then, a bibliometric analysis was made on the subject through VOSviewer software, visual network maps related to artificial intelligence and marketing keywords, and visual density. Using maps and visualization scope maps, the most intensively studied subheadings in the literature and the countries that have done the most studies on the subject were determined. In the research conducted through the Web of Science database, some of the most studied topics regarding the use of artificial intelligence in marketing are machine learning, digital marketing, consumer behavior, online advertising, customer journey, human-computer interaction, anthropomorphism, sentiment analysis, virtual influencers, Chatgpt, natural language processing, data mining, virtual reality, topic modeling, social networks, systematic analysis, text mining, voice assistants. In addition, it was observed that the studies were concentrated in countries such as the USA, England, China, India, France, Canada, Spain and Germany.

Keywords

Artificial Intelligence, VOSviewer, Marketing

PAZARLAMADA YAPAY ZEKA KULLANIMI: VOSVİEWER İLE BİBLİYOMETRİK BİR ANALİZ

Abstract

Yapay zekâ da diğer teknolojik yıkıcı güçler gibi neredeyse tüm endüstrilerde devrim yarattı ve iş uygulamalarında önemli değişikliklere yol açtı. Günümüzde yapay zekâ çözümleri pazarlamanın birçok alanında önemli bir rol oynamaktadır. Yapay zekânın büyüyerek pazarlama endüstrisindeki gücünü artıracağına yönelik beklentiler son derece yüksek. Bu nedenle, şu an yapay zekânın günlük yaşamımıza tam entegrasyonun ne zaman olacağı sorusudur Bu araştırmada pazarlamada yapay zekâ kullanımına ilişkin literatür taraması yapılmış, sonrasında VOSviewer yazılımı aracılığıyla konuya ilişkin bibliyometrik bir analiz yapılmış, yapay zekâ ve pazarlama anahtar kelimelerine ilişkin görsel ağ haritaları, görsel yoğunluk haritaları ve görselleştirme kapsamı haritaları kullanılarak literatürde en yoğun çalışılan alt başlıklar ve konuya ilişkin en fazla çalışma yapan ülkeler belirlenmiştir. Web of Science veri tabanı aracılığıyla yapılan araştırmada, pazarlamada yapay zekâ kullanımına ilişkin en fazla çalışılan konulardan bazıları makine öğrenme, dijital pazarlama, tüketici davranışı, online reklamcılık, müşteri yolculuğu, insan-bilgisayar etkileşimi, insanbiçimcilik, duygu analizi, sanal influencerlar, Chatgpt, doğal dil işleme, veri madenciliği, sanal gerçeklik, konu modelleme, sosyal ağlar, sistematik analiz, metin madenciliği, ses asistanları olarak belirlenmiştir. Ayrıca yapılan çalışmaların ABD başta olmak üzere İngiltere, Çin, Hindistan, Fransa, Kanada, İspanya, Almanya gibi ülkelerde yoğunlaştığı görülmüştür.

Keywords

Yapay Zekâ, VOSviewer, Pazarlama

References

• American Marketing Association (2017). Definition of marketing. https://www.ama.org/the-definition-of-marketing-what-is-marketing/. Erişim Tarihi: 10.07.2024.
• Anshari, M., Almunawar, M. N., Lim, S. A., & Al-Mudimigh, A. (2019). Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics, 15(2), 94-101.
• Davenport, T. H. (2018). The AI advantage: How to put the artificial intelligence revolution to work. MIT Press.
• Davenport, T. H., & Ronanki, R. (2018). Artificial intelligence for the real world. Harvard business review, 96(1), 108-116.
• Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42.
• Ford, J., Jain, V., Wadhwani, K., & Gupta, D. G. (2023). AI advertising: An overview and guidelines (Article) Journal of Business Research, 166, Article 114124. https://doi.org/10.1016/j.jbusres.2023.114124.
• Gardner, H. E. (2000). Intelligence reframed: Multiple intelligences for the 21st century. Hachette Uk.
• Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks. https://doi.org/10.1016/j.ijin.2022.08.005
• Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of service research, 21(2), 155-172.
• Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business horizons, 62(1), 15-25.
• Kumar, V., Ashraf, A. R., & Nadeem, W. (2024). AI-powered marketing: What, where, and how?. International Journal of Information Management, 77, 102783.
• Makarius, E. E., Mukherjee, D., Fox, J. D., & Fox, A. K. (2020). Rising with the machines: A sociotechnical framework for bringing artificial intelligence into the organization. Journal of business research, 120, 262-273.
• Martínez-López, F. J., & Casillas, J. (2013). Artificial intelligence-based systems applied in industrial marketing: An historical overview, current and future insights. Industrial Marketing Management, 42(4), 489-495.
• Noble, S. M., & Mende, M. (2023). The future of artificial intelligence and robotics in the retail and service sector: Sketching the field of consumer-robot-experiences. Journal of the Academy of Marketing Science, 51(4), 747-756.