Pazarlamada Yapay Zekanın Bibliyometrik Analiz Yöntemi ile İncelenmesi

Yıl 2024, Cilt: 5 Sayı: 1, 97 - 109, 30.03.2024

Seyda Fatih Harmandaroğlu

https://doi.org/10.52835/19maysbd.1445578

Öz

Bu çalışma pazarlama alanında yapay zekâ (YZ) araştırmalarının bibliyometrik incelemesini gerçekleştirmektedir. VOSviewer programı kullanılarak Web of Science veri tabanındaki YZ konulu makaleler üzerinde yazarlık, alıntılar, yayın sıklığı ve kurumların coğrafi kökenleri gibi çeşitli boyutları incelemiştir. Araştırma bulguları, pazarlama alanındaki YZ araştırmalarının dağınık bir yapıda olduğunu ve henüz belirgin bir akademik grubun öne çıkmadığını göstermektedir. Aynı zamanda 2018 sonrasında pazarlama dergilerinde YZ makalelerinde belirgin bir artış olduğu ve en etkili çalışmaların genellikle Amerika, İngiltere ve Avustralya'daki araştırmacılardan geldiği belirlenmiştir. Çalışma makine öğrenimi, büyük veri ve derin öğrenme gibi anahtar kelimeler etrafında şekillenen ve gelecekte yapay zekâ destekli teknolojilere odaklanılması beklenen mevcut araştırma eğilimlerini vurgulamaktadır. Ayrıca VOSviewer'ın kapsamlı veri analizi yeteneklerinin, YZ'nin pazarlamadaki rolü üzerine yapılan araştırmaları zenginleştirme potansiyeline sahip olduğu sonucuna varılmıştır. Bu araştırma pazarlamada YZ araştırmalarının mevcut durumunu değerlendirerek bu alandaki gelecek araştırmalar için bir temel oluşturmaktadır.

Anahtar Kelimeler

Yapay Zekâ, Derin Öğrenme, Bibliyometrik Veri

Etik Beyan

Çalışma etik kurulu kararı gerektirmemektedir.

Destekleyen Kurum

Bu çalışma için herhangi bir destek söz konusu değildir.

Investigation of Artificial Intelligence in Marketing Using Bibliometric Analysis Method

Öz

This study presents a bibliometric review of artificial intelligence (AI) research in the marketing field. The VOSviewer program was used to analyze various dimensions, including authorship, citations, publication frequency, and geographical origins of institutions, in articles on AI from the Web of Science database. The research findings indicate that AI research in marketing has a dispersed structure, and no clear academic group has emerged yet. It has been determined that there has been a significant increase in AI articles in marketing journals after 2018. The most influential studies generally come from researchers in America, England, and Australia. The study highlights current research trends centered around keywords such as machine learning, big data, and deep learning. There is an expected focus on AI-enabled technologies in the future. It is concluded that VOSviewer's data analysis capabilities can enhance research on the role of AI in marketing. This study evaluates the current state of AI research in marketing, laying the groundwork for future research in this field.

Anahtar Kelimeler

Artificial Intelligence, Deep Learning, Bibliometric Data

Kaynakça

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