Relationship Between Advertising and Artificial Intelligence: Bibliometric Analysis of Articles In The “Journal of Advertising"

Öz

The rapid spread of artificial intelligence technology has paved the way for a reduction in the human workforce and more practical result-oriented work. This situation has enabled artificial intelligence to gain a place in the advertising sector. The impact of artificial intelligence on the advertising process gives rise to the idea that there may be a restructuring in the field of advertising. Compared to traditional advertising studies, it is possible to say that advertisements created using artificial intelligence bring along some advantages and disadvantages. It is necessary to know the position of this new concept in the advertising literature. The analysis of scientific studies on artificial intelligence in advertising is important in terms of the development of the use of artificial intelligence in advertising and offering various potential avenues for future research. In this study, artificial intelligence in advertising articles published in the "Journal of Advertising", which is scanned in the Social Sciences Citation Index, were analyzed by bibliometric analysis. The aim of the research is to reveal the development of the use of artificial intelligence in advertising by conducting a bibliometric and framework-based analysis. As a result of the research, it was observed that the first article on the subject in the journal was published in 2019 and the use of artificial intelligence in advertising was mostly theoretical. With the analysis, it was observed that the articles were mostly shaped and examined within the framework of programmatic advertising, computational advertising, online ads, ads produced with artificial intelligence, digital data, chatbot ads and artificial intelligence influencers.

Anahtar Kelimeler

• Advertising
• Artificial Intelligence
• Journal of Advertising
• Bibliometric Analysis

Reklam ve Yapay Zeka İlişkisi: “Journal of Advertising" Dergisindeki Makalelerin Bibliyometrik Analizi

Öz

Yapay zeka teknolojisinin hızla yayılması, insan iş gücünün azaltılmasına ve sonuç odaklı çalışmaların daha pratik yapılmasına zemin hazırlamıştır. Bu durum yapay zekanın reklamcılık sektöründe de yer edinmeye başlamasını sağlamıştır. Yapay zekanın reklam süreci üzerindeki etkisi, reklam alanında yeniden bir yapılanmanın olabileceği düşüncesini doğurmaktadır. Geleneksel reklam çalışmalarına kıyasla yapay zeka kullanılarak oluşturulan reklamların bazı avantaj ve dezavantajları da beraberinde getirdiğini söylemek mümkündür. Yeni sayabileceğimiz bu kavramın reklam alanyazındaki konumunu bilmek gerekmektedir. Reklamcılık alanında yapay zeka ile ilgili bilimsel çalışmaların analizi, reklamda yapay zeka kullanımının gelişimi ve gelecekteki araştırmalar için çeşitli potansiyel yollar sunması açısından önemlidir. Bu araştırmada, Social Sciences Citation Index’te taranan “Journal of Advertising” dergisinde yayınlanan reklam ve yapay zeka makaleleri bibliyometrik analizle incelenmiştir. Araştırmanın amacı bibliyometrik ve çerçeveye dayalı bir analiz yaparak reklamda yapay zeka kullanımının gelişimini ortaya koymaktır. Araştırma sonucunda dergide konuyla ilgili ilk makalenin 2019 yılında yayınlandığı ve makalelerde, reklamda yapay zeka kullanımının daha çok teorik olarak ele alındığı görülmüştür. Yapılan analiz ile makalelerin daha çok programatik reklamcılık, hesaplamalı reklamcılık, çevrimiçi reklamlar, yapay zeka ile üretilen reklamlar, dijital veriler, chatbot reklamları ve yapay zeka Influencerları çerçevesinde şekillendiği ve incelendiği gözlemlenmiştir.

Anahtar Kelimeler

• Reklam
• Yapay Zeka
• Journal Of Advertising
• Bibliyometrik Analiz

Kaynakça

1. Acar, H. M. & Tanyıldızı, N. İ. (2022). Reklamda Yapay Zekâ Kullanımı: Ziraat Bankası #Senhepgülümse Reklam Filminde Deepfake Uygulamasının Görsel Anlatıya Etkisi. Kastamonu İletişim Araştırmaları Dergisi, (8), 78-99.
2. Adaş, E. B. & Erbay, B. (2021). Yapay Zekâ Sosyolojisi Üzerine Bir Değerlendirme. Gaziantep Üniversitesi Journal of Social Sciences, 21(1), 326-337. https://doi.org/10.21547/jss.991383.
3. Arango, L., Singaraju, S. P. & Niininen, O. (2023). Consumer Responses to AI-Generated Charitable Giving Ads. Journal of Advertising, 52(4), 1-18. https://doi.org/10.1080/00913367.2023.2183285.
4. Araujo, T., Copulsky, J. R., Hayes, J. L., Kim, S. J. & Srivastava, J. (2020). From Purchasing Exposure to Fostering Engagement: Brand-Consumer Experiences in The Emerging Computational Advertising Landscape. Journal of Advertising, 49(4), 428-445. https://doi.org/10.1080/00913367.2020.1795756
5. Bozkurt, Ö. Ç. & Çetin, A. (2016). Girişimcilik ve Kalkınma Dergisi’nin Bibliyometrik Analizi. Girişimcilik ve Kalkınma Dergisi, 11(2), 229- 263.
6. Butow, P. & Hoque, E. (2020). Using Artificial İntelligence to Analyse and Teach Communication in Healthcare. The Breast, 50, 49-55. https://doi.org/10.1016/j.breast.2020.01.008
7. Campbell, C., Plangger, K., Sands, S. & Kietzmann, J. (2022). Preparing For an Era of Deepfakes and AI-Generated Ads: A Framework For Understandin Responses to Manipulated Advertising. Journal of Advertising, 51(1), 22-38. https://doi.org/10.1080/00913367.2021.1909515
8. Campbell, C., Sands, S., Montecchi, M. & Schau, H. J. (2022). That’s So Instagrammable. Understanding How Environments Generate Indirect Advertising By Cueing Consumer-Generated Content. Journal of Advertising, 51(4), 411-429. https://doi.org/10.1080/00913367.2022.2053901

9. Chen, G., Xie, P., Dong, J. & Wang, T. (2019). Understanding Programmatic Creative: The Role of AI. Journal of Advertising, 48(4), 347-355. https://doi.org/10.1080/00913367.2019.1654421
10. Chuan, C., Tsai, W. S. & Yang, J. (2023). Artificial Intelligence, Advertising and Society. Advertising & Society Quarterly, 24(3). 10.1353/asr.2023.a911198
11. Coffin, J. (2022). Asking Questions of AI Advertising: A Maieutic Approach. Journal of Advertising, 51(5), 608-623. https://doi.org/10.1080/00913367.2022.2111728
12. Cueto González, M., Parreño Fernández, J., de la Fuente García, D. & Gómez Gómez, A. (2023). Machine Learning in Online Advertising Research: A Systematic Mapping Study. L.R. Izquierdo, J.I. Santos, J.J. Lavios, & V. Ahedo içinde, Industry 4.0: The Power of Data. Lecture Notes in Management and Industrial Engineering. Springer, Cham.
13. Deng, S., Tan, C., Wang, W. & Pan, Y. (2019). Smart Generation System of Personalized Advertising Copy and Its Application to Advertising Practise and Research. Journal of Advertising, 48(4), 356-365. https://doi.org/10.1080/00913367.2019.1652121
14. Donthu, N., Kumar, S. & Pattnaik, D. (2020). Forty-five Years of Journal of Business Research: A Bibliometric Analysis. Journal of Business Research, 109(2020), 1-14. https://doi.org/10.1016/j.jbusres.2019.10.039
15. Donthu, N., Kumar, S., Mukherjee, D., Pandey, N. & Lim, W. M. (2021). How to Conduct A Bibliometric Analysis: An Overview and Guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070
16. Erkan, İ. (2020). Dijital Pazarlamanın Dünü, Bugünü, Geleceği: Bibliyometrik Bir Analiz. Akademik Hassasiyetler, 7(13), 149-168.
17. Erşanlı Taş, B. (2023). Tasarımcının Yapay Zekâ İle İmtihanı. Yeni Medya Çalışmaları VI. Ulusal Kongresi 16-17 Kasım Program ve Bildiri Özetleri Kitabı (s.146-147). Eskişehir: Alternatif Bilişim Derneği. https://yenimedya.org.tr/content/ozet-kitabi
18. Franke, C., Groeppel-Klein, A. & Müller, K. (2023). Consumers’ Responses to Virtual Influencers As Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?. Journal of Advertising, 52(4), 523-539. https://doi.org/10.1080/00913367.2022.2154721
19. Gunkel, D. J. (2012). Communication and Artificial Intelligence: Opportunities and Challenges For The 21st Century. communication+ 1, 1(1), 1-26.
20. Guzman, A. L. & Lewis, S. C. (2020). Artificial Intelligence and Communication: A Human–Machine Communication Research Agenda. New Media & Society, 22(1), 70-86. https://doi.org/10.1177/1461444819858691
21. Güngör, A. & Pınarbaşı, T. E. (2023). Alanyazında Bir İkilem: Yapay Zeka, Yeni Medya ve İletişim Pratiklerine Dair Bir Tartışma. C. Yaşın ve H. Hülür içinde, İletişim ve kültürün dijital dönüşümü pratikler ve süreçler (s. 71-90). Ankara: Ütopya Yayınevi.
22. Ha, Y., Park, K., Kim, S. J., Joo, J. & Cha, M. (2021). Automatically Detecting Image-Text Mismatch on Instagram With Deep Learning. Journal of Advertising, 50(1), 52-62. https://doi.org/10.1080/00913367.2020.1843091
23. Hayes, J. L., Britt, B. C., Evans, W., Rush, S. W., Towery, N. A. & Adamson, A. C. (2021). Can Social Media Listening Platforms’ Artificial Intelligence Be Trusted? Examining The Accuracy of Crimson Hexagon’s (Now Brandwatch Consumer Research’s) Al-Driven Analyses. Journal of Advertising, 50(1), 81-91. https://doi.org/10.1080/009133 67.2020.1809576
24. Helberger, N., Huh, J., Milne, G., Strycharz, J. & Sundaram, H. (2020). Macro and Exogenous Factors in Computational Advertising: Key Issues and New Research Directions. Journal of Advertising, 49(4), 377-393. https://doi.org/10.1080/00913367.2020.1811179
25. Hohenstein, J., Kizilcec, R. F., Difranzo, D., Aghajari, Z., Mieczkowski, H., Levy, K., Naaman, M. & Jung, M. F. (2023). Artificial Intelligence in Communication Impacts Language and Social Relationships. Scientific Reports, 13(1), 1-9. 10.1038/s41598-023-30938-9
26. Jin, S., Lin, W., Yin, H., Yang, S., Li A. & Deng, B. (2015). Community Structure Mining in Big Data Social Media Networks with MapReduce. Cluster Computing, 18(3), 999–1010. https://doi.org/10.1007/s10586-015-0452-x
27. Jones, N. & Hamby, A. (2023). It’s Written on Your Face: How Emotional Variation in Super Bowl Advertisements Influences Ad Liking. Journal of Advertising, 53(3), 463-472. https://doi.org/10.1080/00913367.2023.2218896
28. Kaplan, A. & Haenlein, M. (2019). Siri, Siri in My Hand, Who is The Fairest in The Land? On The Interpretations, Illustrations And Implications of Artifcial Intelligence. Business Horizons, 62(1), 15–25. https://doi.org/10.1016/j. bushor.2018.08.004
29. Karnouskos, S. (2020). Artificial Intelligence in Digital Media: The Era of Deepfakes. Ieee Transactions on Technology and Society, 1(3), 138-147. 10.1109/TTS.2020.3001312
30. Kerlinger, F. N. & Lee, H. B. (1999). Foundations Of Behavioral Research. Boston: Harcourt College.
31. Kietzmann, J., Paschen, J. & Treen, E. (2018). Artificial Intelligence in Advertising: How Marketers Can Leverage Artificial Intelligence Along The Consumer Journey. Journal of Advertising Research, 58(3), 263-267. 10.2501/JAR-2018-035
32. Kim, S. J. (2023). A Scoping Review of Emotion AI in Advertising Research and Practise: Opportunities and Challenges Ahead. Global Marketing Conference Temmuz (s.859-860). Seoul: Global Alliance of Marketing & Management Associations.
33. Kim, W., Ryoo, Y., Lee, S. & Lee, J. A. (2023). Chatbot Advertising As A Double-Edged Sword: The Roles of Regulatory Focus and Privacy Concerns. Journal of Advertising, 52(4), 504-522. https://doi.org/10.1080/00913367.2022.2043795
34. King, K. (2020). Pazarlamada Yapay Zeka Kullanımı (S. Arslanpay, Çev.). İstanbul: The Kitap Yayınları.
35. Koçyiğit, A. & Darı, A. B. (2023). Yapay Zeka İletişiminde ChatGpt: İnsanlaşan Dijitalleşmenin Geleceği. Stratejik ve Sosyal Araştırmalar Dergisi, 7(2), 427-438. https://doi.org/10.30692/sisad.1311336
36. Latar, N. L. (2021). Sosyal Fizik Çağında Robot Gazeteci-İnsan Gazeteciliğinin Sonu Mu?. F. Zengin ve B. Kapır içinde, Yapay zeka ve media (s 193-216). İstanbul: Doruk Yayıncılık.
37. Lee, M. H., Kim, S. J., Yoon, S. & Park, S. (2022). An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence From Big Data. Journal of Advertising, 51(1), 76-84. https://doi.org/10.1080/00913367.2021.1932643
38. Li, H. (2019). Special Section Introduction: Artificial Intelligence and Advertising. Journal of Advertising, 48(4), 333-337. https://doi.org/10.1080/00913367.2019.1654947
39. Liao, M. & Sundar S. S. (2022). When E-Commerce Personalization Systems Show and Tell: Investigating The Relative Persuasive Appeal of Content-Based Versus Collaborative Filtering. Journal of Advertising, 51(2), 256-267. https://doi.org/10.1080/00913367.2021.1887013
40. Lou, C., Kiew, S. T. J., Chen, T., Lee, T. Y. M., Ong, J. E. C. & Phua, Z. (2022). Authentically Fake? How Consumers Respond to The Influence of Virtual Influencers. Journal of Advertising, 52(4), 540-557. https://doi.org/10.1080/ 00913367.2022.2149641
41. Lv, L. & Huang, M. (2022). Can Personalized Recommendations in Charity Advertising Boost Donation? The Role of Perceived Autonomy. Journal of Advertising, 53(1), 36-53. https://doi.org/10.1080/00913367.2022.2109082
42. Malthouse, E. C., Hessary, Y. K., Vakeel, K. A., Burke, R. & Fudurić, M. (2019). An Algorithm For Allocating Sponsored Recommendations and Content: Unifying Programmatic Advertising and Recommender Systems. Journal of Advertising, 48(4), 366-379. https://doi.org/10.1080/00913367.2019.1652123
43. Oxford Reference (ty). Artificial intelligence. 14.01.2024 tarihinde https://www.oxfordreference.com/display/10.1093/oi/authority.20110803095426960 adresinden erişilmiştir.
44. Pahari, S., Bandyopadhyay, A., V. M., V. K. & Pingle, S. (2024). A Bibliometric Analysis of Digital Advertising in Social Media: The State of the Art and Future Research Agenda. Cogent Business & Management, 11(1), 1-24. https://doi.org/10.1080/23311975.2024.2383794
45. Pannu, A. (2015). Artificial Intelligence and Its Application in Different Areas. International Journal of Engineering and Innovative Technology (IJEIT), 4(10), 79–84.
46. Prihatiningsih, T., Panudju, R. & Prasetyo, I. J. (2025). Digital Advertising Trends and Effectiveness in the Modern Era: A Systematic Literatüre Review. Golden Ratio of Marketing and Applied Psychology of Business, 5(1), 1-12. https://doi.org/10.52970/grmapb.v5i1.505
47. Qin, X. & Jiang, Z. (2019). The Impact of AI on The Advertising Process: The Chinese Experience. Journal of Advertising, 48(4), 338–346. https://doi.org/10.1080/00913367.2019.1652122
48. Rodgers, S. (2021). Themed Issue Introduction: Promises and Perils of Artificial Intelligence and Advertising. Journal of Advertising, 50(1), 1-10. https://doi.org/10.1080/00913367.2020.1868233
49. Rodgers, W. & Nguyen, T. (2022). Advertising Benefits From Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways. Journal of Business Ethics, 178(4), 1043-1061. https://doi.org/10.1007/s10551-022-05048-7
50. Russell, S. & Norvig, P. (2022). Artificial Intelligent: A Modern Approach. New Jersey: Pearson.
51. Saifee, M., Khadse, A., Naidu, G., Graham, D., Sahu, A., & Mashirkar, S. (2024). Impact of Artificial Intelligence on Advertising: A Bibliometric Analysis. Nanotechnology Perceptions, 921-933. https://doi.org/10.62441/nano-ntp. v20iS6.73
52. Shah, N., Engineer, S., Bhagat, N., Chauhan, H. & Shah, M. (2020). Research Trends on The Usage of Machine Learning and Artificial Intelligence in Advertising. Augmented Human Research, 5, 1-15. https://doi.org/10.1007/s41133-020-00038-8
53. Shankar, V. (2018). How Artificial Intelligence (AI) Is Reshaping Retailing. Journal of Retailing, 94(4), 5–11. 10.1016/S0022-4359(18)30076-9
54. Strycharz, J. & Segijn, C. M. (2022). The Future of Dataveillance in Advertising Theory And Practice. Journal of Advertising, 51(5), 574-591. https://doi.org/10.1080/00913367.2022.2109781
55. Thakur, J. & Kushwaha, B. P. (2024). Artificial Intelligence in Marketing Research and Future Research Directions: Science Mapping and Research Clustering Using Bibliometric Analysis. Global Business and Organizational Excellence, 43(3), 139-155. https://doi.org/10.1002/joe.22233
56. Thomas, V. L. & Fowler, K. (2021). Close Encounters of The AI Kind: Use of AI Influencers As Brand Endorsers. Journal of Advertising, 50(1), 11-25. https://doi.org/10.1080/00913367.2020.1810595
57. Topal, Ç. (2017). Alan Turing’in Toplumbilimsel Düşünü: Toplumsal Bir Düş Olarak Yapay Zekâ. DTCF Dergisi, 57(2), 1340-1364.
58. Vakratsas, D. & Wang, X. (2021). Artificial Intelligence in Advertising Creativity. Journal of Advertising, 50(1), 39-51. https://doi.org/10.1080/00913367.2020.1843090
59. van Esch, P., Cui, Y. G. & Jain, S. P. (2021). Stimulating or Intimidating: The Effect of Al-Enabled In-Store Communication on Consumer Patronage Likelihood. Journal of Advertising, 50(1), 63-80. https://doi.org/10.1080/00913367.2020.1832939
60. van Noort, G., Himelboim, I., Martin, J. & Collinger, T. (2020). Introducing A Model of Automated Brand-Generated Content in An Era of Computational Advertising. Journal of Advertising, 49(4), 411-427. https://doi.org/10.1080/00913367.2020.1795954
61. Verma, S. & Gustafsson, A. (2020). Investigating The Emerging COVID-19 Research Trends in The Field of Business and Management: A Bibliometric Analysis Approach. Journal of Business Research, 118, 253-261. https://doi.org/10.1016/j.jbusres.2020.06.057
62. von Hoffman, C. (2022, 19 Ekim). What Every Marketer Needs to Know About Programmatic Advertising. 14.01.2024 tarihinde https://martech.org/what-you-need-to-know-about-programmatic-advertising/ adresinden erişilmiştir.
63. Watts, J. & Adriano, A. (2021). Uncovering The Sources of Machine-Learning Mistakes in Advertising: Contextual Bias in The Evaluation of Semantic Relatedness. Journal of Advertising, 50(1), 26-38. https://doi.org/10.1080/00913367.2020.1821411
64. Westerlund, M. (2019). The Emergence of Deepfake Technology: A Review. Technology Innovation Management Review, 9(11), 39-52. https://doi.org/10.22215/timreview/1282
65. Yun, J. T., Segijn, C. M., Pearson, S., Malthouse, E. C., Konstan, J. A. & Shankar, V. (2020). Challenges and Future Directions of Computational Advertising Measurement Systems. Journal of Advertising, 49(4), 446-458. https://doi.org/10.1080/00913367.2020.1795757