هوش مصنوعی در بازاریابی: مرور سیستماتیک و جهت تحقیقات آینده

نوع مقاله : استخراج از رساله دکتری

نویسندگان

1 دکتری مدیریت بازرگانی، دانشگاه فردوسی مشهد، مشهد، ایران

2 دکتری مدیریت بازرگانی، دانشگاه مازندران، ساری، ایران

چکیده

فناوری های تحول آفرین مانند اینترنت اشیا، تحلیل داده های بزرگ، بلاکچین و هوش مصنوعی شیوه ی عملیات کسب و کارها را تغییر داده اند. از بین تمام فناوری های تحول آفرین، هوش مصنوعی جدیدترین فناوری تحول آفرین است و پتانسیل زیادی در متحول سازی بازاریابی دارد. متخصصین در سرتاسر جهان تلاش می کنند تا آن دسته از راه حل هایی هوش مصنوعی را پیدا کنند که بهترین تناسب و هماهنگی را با نقش های بازاریابی خود دارند. با این حال، مرور نظام مند پیشینه ی تحقیقاتی می تواند اهمیت هوش مصنوعی را در بازاریابی نشان داده و مسیرهای تحقیقاتی آتی را نشان دهد. مطالعه ی حاضر بدنبال پیشنهاد مرور جامع هوش مصنوعی در بازاریابی با استفاده از تحلیل شبکه ی کتاب سنجی، مفهومی و عقلانی پیشینه ی تحقیقاتی موجود منتشر شده بین سال های 1982 تا 2020 می باشد. مرور جامع 1580 مقاله به شناسایی عملکرد کنشگران علمی مانند مناسب ترین نویسندگان و مناسب ترین منابع کمک کرد. علاوه براین، تحلیل استناد مشترک و هم رخدادی ، شبکه ی مفهومی و عقلانی را پیشنهاد کرد. خوشه بندی داده ها با استفاده از الگوریتم لوواین، به شناسایی مضامین فرعی پژوهش و مسیرهای تحقیقاتی آتی به منظور بسط و توسعه ی هوش مصنوعی در بازاریابی کمک کرد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Artificial intelligence in marketing: Systematic review and future research direction

نویسندگان [English]

  • hamed jahanfar 1
  • Akbar Elahi khorasani 2
1 PhD in Business Administration, Ferdowsi University of Mashhad, Mashhad, Iran
2 PhD in Business Administration, Mazandaran University, Sari, Iran
چکیده [English]

Disruptive technologies such as the internet of things, big data analytics, blockchain, and artificial intelligence have changed the ways businesses operate. Of all the disruptive technologies, artificial intelligence (AI) is the lat- est technological disruptor and holds immense marketing transformation potential. Practitioners worldwide are trying to figure out the best fit AI solutions for their marketing functions. However, a systematic literature review can highlight the importance of artificial intelligence (AI) in marketing and chart future research directions. The present study aims to offer a comprehensive review of AI in marketing using bibliometric, conceptual and intel- lectual network analysis of extant literature published between 1982 and 2020. A comprehensive review of one thousand five hundred and eighty papers helped to identify the scientific actors’ performance like most relevant authors and most relevant sources. Furthermore, co-citation and co-occurrence analysis offered the conceptual and intellectual network. Data clustering using the Louvain algorithm helped identify research sub-themes and future research directions to expand AI in marketing.

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  • Marketing
  • Artificial intelligence Bibliometric analysis Intellectual structure Conceptual structure
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