PAZARLAMADA YAPAY ZEKÂ KAVRAMININ BİBLİYOMETRİK ANALİZİ

Öz

Bu çalışmada, pazarlamada yapay zekâ kavramı üzerine yayımlanmış olan çalışmaların gelişiminin incelenmesi ve haritasının çıkarılması amaçlanmıştır. Bu amaçla, nicel veriler kapsamında, 21 yüzyılın en önemli icatlarından biri olan yapay zekâ teknolojisinin pazarlama alan yazınındaki mevcut durumunun bibliyometrik analiz kullanılarak sistemli bir özeti çıkartılmıştır. Web of Science veri tabanı analiz birimi olarak seçilmiş ve 1987-2024 seneleri arasında yayınlanmış çalışmaların bibliyometrik verisi kullanılmıştır. Yapay zekâ ve pazarlama ile ilgili 2514 çalışmanın 2019 ve 2023 yıllarında yoğunlaştığı; en fazla eser veren isimlerin Yoges K. Dwivedi olduğu; yayın türünün ağırlıklı olarak dergi makalesi (1437) ve bildiri kitabı (1032) türünde olduğu; yayınların ülkelere göre dağılımı konusunda liderliğin ABD (483) menşeli yayıncılarda olduğu; en çok İngilizce (2481) dilinde eserler yayınlandığı ve Conference Proceedings Citation Index – Science (CPCI-S) (973), SSCI (768) endekslerde taranan yayınların ağırlıkta olduğu tespit edilmiştir

Anahtar Kelimeler

• Yapay zekâ
• pazarlama
• pazarlamada yapay zekâ
• bibliyometrik analiz

BIBLIOMETRIC ANALYSIS OF THE CONCEPT OF ARTIFICIAL INTELLIGENCE IN MARKETING

Öz

In this study, the aim is to examine the development of published research on the concept of artificial intelligence (AI) in marketing and to map its progression. To achieve this, a systematic summary of the current state of AI technology—recognized as one of the most significant inventions of the 21st century—in the marketing literature was conducted using bibliometric analysis within the scope of quantitative data. The Web of Science database was selected as the unit of analysis, utilizing bibliometric data from studies published between 1987 and 2024. Findings indicate that research on AI and marketing peaked in the years 2019 and 2023, with Yoges K. Dwivedi identified as the most prolific author. The predominant publication types were journal articles (1,437) and conference proceedings (1,032). In terms of geographical distribution, the majority of publications originated from the United States (483), with English being the dominant language (2,481 publications). Furthermore, most publications were indexed in the Conference Proceedings Citation Index – Science (CPCI-S) (973) and the Social Sciences Citation Index (SSCI) (768).

Anahtar Kelimeler

• Artificial intelligence
• marketing
• artificial intelligence in marketing
• bibliometric analysis

Kaynakça

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