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Yapay Zekâ ile Yeniden Şekillenen Dijital Pazarlama Trendleri: Bibliyometrik Bir Yaklaşım

Yıl 2024, Cilt: 9 Sayı: 1, 75 - 90, 30.06.2024

Öz

Bu çalışma, yapay zekâ teknolojilerinin dijital pazarlama trendlerini nasıl dönüştürdüğünü inceleyerek, 2010-2024 yılları arasındaki scopus indeksinde taranmış akademik yayınlara odaklanmaktadır. Yapay zekanın pazarlama alanındaki yükselişi ile, pazarlama stratejilerini optimize etme ve veri analizi kapasitelerini artırmada önemli bir etki oluşturmuştur. Çalışmanın amacı, yapay zekâ ve dijital pazarlama kesişimindeki mevcut araştırma eğilimlerini, temel bulguları ve gelecekteki potansiyel alanları bibliyometrik bir yaklaşımla değerlendirmektir. Çalışmanın analizi "R" programının bibliometrix eklentisi kullanılarak yapılmıştır. Scopus veri tabanlarından elde edilen makaleler, belirlenen anahtar kelimelerle filtrelenip, sıklık, alıntı sayısı, yazarlar, kaynaklar ve konuları temel alarak değerlendirilmiştir. Ayrıca, eş-ortaklık analizi, ağ analizi ve trend analizi gibi yöntemler kullanılarak, literatürdeki ana akımlar ve ilişkiler ortaya konuşmuştur. Bulunan sonuçlar, yapay zekânın dijital pazarlama alanında giderek artan bir etkiye sahip olduğunu göstermektedir.

Kaynakça

  • Ali Abbasi, G., Abdul Rahim, N. F., Wu, H., Iranmanesh, M., & Keong, B. N. C. (2022). Determinants of SME’s social media marketing adoption: competitive industry as a moderator. Sage Open, 12(1), https://doi.org/10.1177/21582440211067220
  • Almeida, D., Naudé, W., & Sequeira, T. N. (2024). Artificial Intelligence and the Discovery of New Ideas: Is an Economic Growth Explosion Imminent? (No. 16766). Institute of Labor Economics (IZA).
  • Alyoshina, I. V. (2020). Artificial Intelligence for University Marketing. Biruta Svagzdiene, Arturas Simanavicius, Edmundas Jasinskas, Vilius Vasilius, 17. https://doi.org/10.17747/teds-2020-17-21
  • Anoir, L., Khaldi, M., & Erradi, M. (2024). Symbiotic Evolution: The Inextricable Relation between the Web and E-Learning. DIROSAT: Journal of Education, Social Sciences & Humanities, 2(1), 10-18. https://doi.org/10.58355/dirosat.v2i1.65
  • Appio, F. P., Cesaroni, F., & Di Minin, A. (2014). Visualizing the structure and bridges of the intellectual property management and strategy literature: A document cocitation analysis. Scientometrics, 101(1), 623–661. https://doi.org/10.1007/s11192-014-1329-0
  • Aria, M., & Cuccurullo, C. (2017). bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of informetrics, 11(4), 959-975. https://doi.org/10.1016/j.joi.2017.08.007
  • Ashworth, L., & Free, C. (2006). Marketing dataveillance and digital privacy: Using theories of justice to understand consumers’ online privacy concerns. Journal of Business Ethics, 67, 107-123. https://doi.org/10.1007/s10551-006-9007-7
  • Batra, S., Saini, M., Yadav, M., & Aggarwal, V. (2022). Mapping the intellectual structure and demystifying the research trend of cross listing: a bibliometric analysis. Managerial Finance, 49(6), 992-1016. https://doi.org/10.1108/MF-07-2022-0330.
  • Bhatt, V. K. (2021). Assessing the significance and impact of artificial intelligence and machine learning in placement of advertisements. In 2021 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD) (pp. 1-6). IEEE. https://doi.org/10.1109/ICTMOD52902.2021.9739228
  • Biancone, PP, Saiti, B., Petricean, D., & Chmet, F. (2020). Bibliometric analysis of Islamic banking and finance. Journal of Muslim Accounting and Business Research, 11(9), 2069–2086. https://doi.org/10.1108/JIABR-08-2020-0235
  • Bischoff, J., Berezan, O., & Scardicchio, L. (2019). The digital self and customer loyalty: from theory to virtual reality. Journal of Marketing Analytics, 7, 220-233. https://doi.org/10.1057/s41270-019-00065-4
  • Borgman, C. L., & Furner, J. (2002). Scholarly communication and bibliometrics. Annual review of information science and technology, 36(1), 1-53.
  • Bruce, E., Zhao, S., Du, Y., Meng, Y., Amoah, J. K., & Egala, S. B. (2023). The effect of digital marketing adoption on SMEs sustainable growth: Empirical evidence from Ghana. Sustainability, 15(6), 4760. https://doi.org/10.3390/su15064760
  • Busca, L., & Bertrandias, L. (2020). A framework for digital marketing research: Investigating the four cultural eras of digital marketing. Journal of Interactive Marketing, 49, 1-19. https://doi.org/10.1016/j.intmar.2019.08.00
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  • Cham, T. H., Cheah, J. H., Memon, M. A., Fam, K. S., & László, J. (2022). Digitalization and its impact on contemporary marketing strategies and practices. Journal of Marketing Analytics, 10(2), 103-105. https://doi.org/10.1057/s41270-022-00167-6
  • Chen, L., Chen, P., & Lin, Z. (2020). Artificial intelligence in education: A review. Ieee Access, 8, 75264-75278. https://doi.org/10.1109/access.2020.2988510
  • Chintalapati, S., & Pandey, S. K. (2022). Artificial intelligence in marketing: A systematic literature review. International Journal of Market Research, 64(1), 38-68. https://doi.org/10.1177/14707853211018428
  • Chylinski, M., Heller, J., Hilken, T., Keeling, D., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal, 28, 374-384.https://doi.org/10.1016/j.ausmj.2020.04.004
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Digital Marketing Trends Reshaped by Artificial Intelligence: A Bibliometric Approach

Yıl 2024, Cilt: 9 Sayı: 1, 75 - 90, 30.06.2024

Öz

This study examines how artificial intelligence technologies have transformed digital marketing trends, focusing on academic publications indexed in Scopus from 2010 to 2024. The rise of artificial intelligence in marketing has significantly impacted optimizing marketing strategies and enhancing data analysis capabilities. The aim is to assess current research trends, key findings, and future potential areas at artificial intelligence and digital marketing intersections through a bibliometric approach. The analysis was conducted using the "R" program's bibliometrix package, evaluating articles from Scopus databases based on selected keywords, frequency, citation counts, authors, sources, and subjects. Additionally, co-occurrence, network, and trend analysis methods were employed to reveal the main currents and relationships in the literature. The results indicate an increasingly significant impact of artificial intelligence on the field of digital marketing.

Kaynakça

  • Ali Abbasi, G., Abdul Rahim, N. F., Wu, H., Iranmanesh, M., & Keong, B. N. C. (2022). Determinants of SME’s social media marketing adoption: competitive industry as a moderator. Sage Open, 12(1), https://doi.org/10.1177/21582440211067220
  • Almeida, D., Naudé, W., & Sequeira, T. N. (2024). Artificial Intelligence and the Discovery of New Ideas: Is an Economic Growth Explosion Imminent? (No. 16766). Institute of Labor Economics (IZA).
  • Alyoshina, I. V. (2020). Artificial Intelligence for University Marketing. Biruta Svagzdiene, Arturas Simanavicius, Edmundas Jasinskas, Vilius Vasilius, 17. https://doi.org/10.17747/teds-2020-17-21
  • Anoir, L., Khaldi, M., & Erradi, M. (2024). Symbiotic Evolution: The Inextricable Relation between the Web and E-Learning. DIROSAT: Journal of Education, Social Sciences & Humanities, 2(1), 10-18. https://doi.org/10.58355/dirosat.v2i1.65
  • Appio, F. P., Cesaroni, F., & Di Minin, A. (2014). Visualizing the structure and bridges of the intellectual property management and strategy literature: A document cocitation analysis. Scientometrics, 101(1), 623–661. https://doi.org/10.1007/s11192-014-1329-0
  • Aria, M., & Cuccurullo, C. (2017). bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of informetrics, 11(4), 959-975. https://doi.org/10.1016/j.joi.2017.08.007
  • Ashworth, L., & Free, C. (2006). Marketing dataveillance and digital privacy: Using theories of justice to understand consumers’ online privacy concerns. Journal of Business Ethics, 67, 107-123. https://doi.org/10.1007/s10551-006-9007-7
  • Batra, S., Saini, M., Yadav, M., & Aggarwal, V. (2022). Mapping the intellectual structure and demystifying the research trend of cross listing: a bibliometric analysis. Managerial Finance, 49(6), 992-1016. https://doi.org/10.1108/MF-07-2022-0330.
  • Bhatt, V. K. (2021). Assessing the significance and impact of artificial intelligence and machine learning in placement of advertisements. In 2021 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD) (pp. 1-6). IEEE. https://doi.org/10.1109/ICTMOD52902.2021.9739228
  • Biancone, PP, Saiti, B., Petricean, D., & Chmet, F. (2020). Bibliometric analysis of Islamic banking and finance. Journal of Muslim Accounting and Business Research, 11(9), 2069–2086. https://doi.org/10.1108/JIABR-08-2020-0235
  • Bischoff, J., Berezan, O., & Scardicchio, L. (2019). The digital self and customer loyalty: from theory to virtual reality. Journal of Marketing Analytics, 7, 220-233. https://doi.org/10.1057/s41270-019-00065-4
  • Borgman, C. L., & Furner, J. (2002). Scholarly communication and bibliometrics. Annual review of information science and technology, 36(1), 1-53.
  • Bruce, E., Zhao, S., Du, Y., Meng, Y., Amoah, J. K., & Egala, S. B. (2023). The effect of digital marketing adoption on SMEs sustainable growth: Empirical evidence from Ghana. Sustainability, 15(6), 4760. https://doi.org/10.3390/su15064760
  • Busca, L., & Bertrandias, L. (2020). A framework for digital marketing research: Investigating the four cultural eras of digital marketing. Journal of Interactive Marketing, 49, 1-19. https://doi.org/10.1016/j.intmar.2019.08.00
  • Business Solution. (2023). 67 AI Marketing Statistics 2023 [Adoption, Use Cases, Market Size]. Access address: https://businessolution.org/ai-marketing-statistics/ Access date: 08.01.2023
  • Buttle, F., & Maklan, S. (2019). Customer relationship management: concepts and technologies. Routledge. https://doi.org/10.4324/9781351016551
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk. https://doi.org/10.1016/j.bushor.2011.01.007
  • Cham, T. H., Cheah, J. H., Memon, M. A., Fam, K. S., & László, J. (2022). Digitalization and its impact on contemporary marketing strategies and practices. Journal of Marketing Analytics, 10(2), 103-105. https://doi.org/10.1057/s41270-022-00167-6
  • Chen, L., Chen, P., & Lin, Z. (2020). Artificial intelligence in education: A review. Ieee Access, 8, 75264-75278. https://doi.org/10.1109/access.2020.2988510
  • Chintalapati, S., & Pandey, S. K. (2022). Artificial intelligence in marketing: A systematic literature review. International Journal of Market Research, 64(1), 38-68. https://doi.org/10.1177/14707853211018428
  • Chylinski, M., Heller, J., Hilken, T., Keeling, D., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal, 28, 374-384.https://doi.org/10.1016/j.ausmj.2020.04.004
  • Clarke, C., Knights, D., & Jarvis, C. (2012). A labour of love? Academics in business schools. Scandinavian Journal of Management, 28(1), 5-15. https://doi.org/10.1016/j.scaman.2011.12.003
  • Coelho, M. P., & Mendes, J. Z. (2019). Digital music and the “death of the long tail”. Journal of Business Research, 101, 454-460. https://doi.org/10.1016/j.jbusres.2019.01.015
  • Darmody, A., & Zwick, D. (2020). Manipulate to empower: Hyper-relevance and the contradictions of marketing in the age of surveillance capitalism. Big Data & Society, 7(1), 2053951720904112. https://doi.org/10.1177/2053951720904112
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  • Kotane, I., Znotina, D., & Hushko, S. (2019). Assessment of trends in the application of digital marketing. Scientific Journal of Polonia University, 33(2), 28-35. https://doi.org/10.23856/3303
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  • Kull, A. J., Romero, M., & Monahan, L. (2021). How may I help you? Driving brand engagement through the warmth of an initial chatbot message. Journal of business research, 135, 840-850. https://doi.org/10.1016/j.jbusres.2021.03.005
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  • Sunarya, P. A., Rahardja, U., Chen, S. C., Lic, Y. M., & Hardini, M. (2024). Deciphering Digital Social Dynamics: A Comparative Study of Logistic Regression and Random Forest in Predicting E-Commerce Customer Behavior. Journal of Applied Data Sciences, 5(1), 100-113. https://doi.org/10.47738/jads.v5i1.155
  • Tiautrakul, J., & Jindakul, J. (2019). The Artificial Intelligence (AI) with the Future of Digital Marketing. Available at SSRN 3405184. https://doi.org/10.2139/ssrn.3405184
  • Toader, D. C., Boca, G., Toader, R., Măcelaru, M., Toader, C., Ighian, D., & Rădulescu, A. T. (2019). The effect of social presence and chatbot errors on trust. Sustainability, 12(1), 256. https://doi.org/10.3390/su12010256
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Toplam 79 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme , Dijital Pazarlama
Bölüm Araştırma Makalesi
Yazarlar

Mehmet Gökerik 0000-0002-0827-5805

Öznur Aktaş 0000-0002-0904-0653

Erken Görünüm Tarihi 4 Mayıs 2024
Yayımlanma Tarihi 30 Haziran 2024
Gönderilme Tarihi 9 Ocak 2024
Kabul Tarihi 4 Mart 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 9 Sayı: 1

Kaynak Göster

APA Gökerik, M., & Aktaş, Ö. (2024). Digital Marketing Trends Reshaped by Artificial Intelligence: A Bibliometric Approach. JOEEP: Journal of Emerging Economies and Policy, 9(1), 75-90.

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