Artificial intelligence in marketing: Systematic review and future research direction

Document Type : Excerpt from doctoral thesis

Authors

1 PhD in Business Administration, Ferdowsi University of Mashhad, Mashhad, Iran

2 PhD in Business Administration, Mazandaran University, Sari, Iran

Abstract

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.

Keywords

Main Subjects


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