Integrating AI into Entrepreneurial Marketing Strategies

Yıl 2024, Cilt: 13 Sayı: 2, 78 - 100, 30.12.2024

Kübra Daldıran

Öz

Artificial intelligence (AI) has emerged as a transformative force in the realm of digital marketing, offering unprecedented opportunities for entrepreneurs to streamline operations and enhance customer engagement. This article explores the profound impact of AI adoption within entrepreneurial marketing contexts. It presents a conceptual framework delineating the integration of AI into entrepreneurial marketing strategies, accompanied by a bibliometric analysis to provide a quantitative summary of the field. A total of 132 publications in the Web of Science database were subjected to bibliometric analysis with the Vosviewer program on topics including management, business, computer science, economics, environmental studies, accommodation and education. The findings reveal the impact of AI across various facets of entrepreneurial marketing, including customer insights, personalized marketing, predictive analysis, automation, optimized advertising, chatbots, competition analysis, and content optimization. As a consequence, it is underscored that AI assumes a vital role in entrepreneurial marketing and is anticipated to acquire even greater significance in the years ahead.

Anahtar Kelimeler

Articifial Intelligence, Entrepreneurial Marketing, Machine Learning, Big Data, Deep Learning

Integrating AI into Entrepreneurial Marketing Strategies

Öz

Kaynakça

• Agrawal, A., Gans, J., and Goldfarb, A. (2028). Is Your Company’s Data Ac- tually Valuable in the AI Era? Harvard Business Review Press.