Pazarlama ve yapay zekâ konusundaki yayınların kavramsal yapısının incelenmesi: Bir bibliyometrik analiz

Öz

Teknolojideki hızlı gelişmeler ve dijital teknolojilerin yaygınlaşması, birçok alanda yapay zekâya yönelik inovatif uygulamaların kullanılmasına imkân vermektedir. Yapay zekâ araştırmaları sayesinde yapay zekâ teknolojilerindeki ilerlemeler ve inovasyonlar; içerik üretimi, sanal asistanlar ve kişiselleştirme gibi yapay zekâ tabanlı uygulamaların pazarlama alanında da kullanımına yol açmıştır. Bu bağlamda, araştırmanın amacı pazarlama ve yapay zekâ konusunda literatürde yer alan yayınları bibliyometrik analiz yöntemiyle inceleyerek mevcut eğilimi ve alanın kavramsal yapısını belirlemektir. Scopus veri tabanında, başlığında İngilizce “pazarlama”, “yapay zekâ” ve “YZ” terimleri bulunan yayınlar taranmış ve 1985-2023 yılları arasındaki 320 yayın araştırmaya dâhil edilmiştir. Araştırmada R-bibliometrix programı ve Scopus veri tabanından elde edilen verilerin analiz sonuçları kullanılmıştır. Kavramsal yapıyı belirlemek için eş birliktelik ve tematik haritalama analizleri yapılmıştır. Kelime bulutu ve trend konular analizinin yanı sıra, en çok yayına sahip yazarları, kaynakları, kurumları, ülkeleri, disiplin alanlarını belirlemek için sıralama analizi yapılmış ve yazarların verimliliği Lotka Yasası ile değerlendirilmiştir. Pazarlama ve yapay zekâ alanının, pazarlamada yapay zekâ, pazarlamada makine öğrenimine ve derin öğrenmeye dayalı yöntemler, veri madenciliği, yapay zekâ teknolojileri konularına odaklandığı görülmüştür. Pazarlamada yapay zekâ konusunun, sadece pazarlama ve yapay zekâyla ilgili kelimeleri değil ayrıca, pazarlamada yapay zekâ uygulamalarının muhatabı olan tüketiciyi belirten tüketici, müşteri, tüketici davranışı, müşteri deneyimi; yenilikleri belirten yaratıcılık ve inovasyon; tüketicilerin mahremiyeti açısından hassas davranılmasını belirten mahremiyet ve etik kelimelerini de içerdiği görülmüştür. Tematik haritalama, başlıca temanın yapay zekâ teması olduğunu göstermiş ve alanın tematik evrimini ortaya koymuştur. Pazarlama ve yapay zekâ konularının kesişimindeki yayınları kapsayarak, pazarlama ve yapay zekâ alanının özellikle kavramsal yapısına odaklanan bu çalışma, hem alandaki temel kavramları ve trend konuları hem de başlıca temaları ve alanın tematik evrimini ortaya koyarak alanın kavramsal yapısını ve mevcut eğilimi kapsamlı bir şekilde analiz etmektedir.

Anahtar Kelimeler

• Pazarlama
• Yapay Zekâ
• Bibliyometrik Analiz

Examination of the conceptual structure of publications on marketing and artificial intelligence: A bibliometric analysis

Öz

Rapid developments in technology and the proliferation of digital technologies enable the use of innovative applications oriented to artificial intelligence in many fields. Thanks to artificial intelligence research, advances in artificial intelligence technologies and innovations led to the use of artificial intelligence-based applications such as content generation, virtual assistants and personalization also in the field of marketing. In this context, the aim of the research is to determine the current trend and the conceptual structure of the field by examining the publications in the literature on the topic of marketing and artificial intelligence with bibliometric analysis method. In the Scopus database, publications with the English terms “marketing”, “artificial intelligence” and “AI” in their titles were searched, and 320 publications between the years of 1985 and 2023 were included in the research. R-bibliometrix program and the analysis results of the data obtained from the Scopus database were used in the research. To determine the conceptual structure, co-occurrence and thematic mapping analyses were carried out. In addition to word cloud and trend topics analysis, rank analysis was conducted to determine the authors, sources, institutions, countries and disciplinary areas with the most publications, and the productivity of the authors was evaluated with Lotka’s Law. It was seen that the field of marketing and artificial intelligence focused on artificial intelligence in marketing, machine learning and deep learning-based methods in marketing, data mining, artificial intelligence technologies topics. It was seen that the topic of artificial intelligence in marketing included not only the words related to marketing and artificial intelligence but also consumer, customer, consumer behavior, customer experience which were the words for the consumer as the addressee of artificial intelligence applications in marketing; innovation and creativity which indicated innovations; the words of privacy and ethics which indicated to be acted sensitively with regards to privacy of consumers. Thematic mapping showed that the main theme is the theme of artificial intelligence and revealed the thematic evolution of the field. Focusing specifically on the conceptual structure of the field of marketing and artificial intelligence by covering publications at the intersection of marketing and artificial intelligence topics, this study comprehensively analyzes the conceptual structure and current trend of the field by revealing both the main concepts and trending topics in the field as well as the main themes and thematic evolution of the field.

Anahtar Kelimeler

• Marketing
• Artificial Intelligence
• Bibliometric Analysis

Kaynakça

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