مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

هوش مصنوعی در بازاریابی: مرور نظام مند ادبیات و فراترکیب کاربردها و فناوری ها

نوع مقاله : استخراج از رساله دکتری

نویسندگان
1 گروه مدیریت بازرگانی، گرایش مدیریت بازاریابی، پردیس بین المللی کیش دانشگاه تهران، کیش، ایران.
2 گروه مدیریت فناوری اطلاعات، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
3 گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
چکیده
هدف: با گسترش فناوری‌های دیجیتال و افزایش حجم داده‌های بازاریابی، هوش مصنوعی به یکی از ابزارهای کلیدی در تصمیم‌گیری‌های بازاریابی تبدیل شده است. با وجود رشد قابل توجه مطالعات در این حوزه، پژوهش‌های موجود اغلب به‌صورت پراکنده و جزیره‌ای به کاربردهای هوش مصنوعی در بازاریابی پرداخته‌اند و تصویری جامع و نظام‌مند از این کاربردها ارائه نشده است. ازاین‌رو، هدف پژوهش حاضر شناسایی، طبقه‌بندی و تبیین کاربردهای هوش مصنوعی در بازاریابی با استفاده از رویکرد فراترکیب و ارائه چارچوبی یکپارچه از مقوله‌ها و ابعاد اصلی این حوزه است.
روش: پژوهش حاضر از نظر هدف کاربردی و از نظر ماهیت کیفی بوده و با استفاده از روش فراترکیب انجام شده است. بدین منظور، پس از جست‌وجوی نظام‌مند منابع علمی معتبر، ۸۷ مقاله علمی منتخب در بازه زمانی مشخص شناسایی و پس از غربالگری و ارزیابی کیفیت، مورد تحلیل قرار گرفتند. فرآیند تحلیل داده‌ها بر اساس تحلیل مضمون انجام شد که در نهایت به استخراج ۳۰۹ کد نهایی، ۸۱ مقوله فرعی و ۱۸ مقوله اصلی در حوزه کاربردهای هوش مصنوعی در بازاریابی انجامید.
یافته‌ها: یافته‌های پژوهش نشان می‌دهد کاربردهای هوش مصنوعی در بازاریابی ماهیتی چندبعدی، داده‌محور و یکپارچه دارند. مهم‌ترین مقوله‌های شناسایی‌شده مبتنی بر هوش مصنوعی در بازاریابی، شامل توسعه محصول، مدیریت برند، قیمت‌گذاری، لجستیک، زنجیره تأمین، کانالهای بازاریابی، تبلیغات، مدیریت کمپین‌ های بازاریابی، روابط عمومی، بازاریابی شبکه‌های اجتماعی، بازاریابی پایدار، فروش و پیش‌بینی فروش، بهبود تجربه مشتری، مدیریت ارتباط با مشتری، استراتژی‌های بازاریابی (STP) ، تحقیقات بازاریابی، تحلیل رفتار مصرف‌کننده و تولید محتوا است. نتایج نشان می‌دهد هوش مصنوعی نقش مهمی در ارتقای دقت تصمیمات بازاریابی، شخصی‌سازی فعالیت‌ها و بهینه‌سازی فرآیندهای بازاریابی ایفا می‌کند.

نتیجه‌گیری: بر اساس نتایج فراترکیب، هوش مصنوعی از یک ابزار پشتیبان تحلیلی فراتر رفته و به کنشگری فعال در نظام بازاریابی تبدیل شده است. این فناوری با ایجاد تحول در منطق تصمیم‌گیری، طراحی استراتژی‌ها و تعامل با مشتریان، بازاریابی را به‌سمت الگوهای هوشمند، پیش‌بینانه و تطبیقی سوق می‌دهد. یافته‌های این پژوهش می‌تواند مبنایی نظری برای توسعه ادبیات بازاریابی هوشمند و راهنمایی عملی برای مدیران در پیاده‌سازی مؤثر هوش مصنوعی در فعالیت‌های بازاریابی باشد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Artificial Intelligence in Marketing: A Systematic Literature Review and Meta-Synthesis of Applications and Technologies

نویسندگان English

Mohammadreza Ardehali 1
Ayoub Mohammadian 2
Amir Khanlari 3
1 Department of Business Administration, Marketing Management Orientation, Kish International Campus, University of Tehran, Kish, Iran.
2 Department of Information Technology Management, Faculty of Management, University of Tehran, Tehran, Iran .
3 Department of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran
چکیده English

Purpose: With the expansion of digital technologies and the growing volume of marketing data, artificial intelligence (AI) has become a key tool in marketing decision-making. Despite the considerable growth of research in this field, existing studies have often examined AI applications in marketing in a fragmented and isolated manner, resulting in the absence of a comprehensive and systematic perspective. Accordingly, the purpose of this study is to identify, classify, and explain the applications of artificial intelligence in marketing using a meta-synthesis approach and to propose an integrated framework of the main categories and dimensions in this domain.
Method: This study is applied in terms of purpose and qualitative in nature, and it was conducted using a meta-synthesis methodology. To this end, a systematic search of reputable academic sources was performed, through which 87 selected scholarly articles published within a specified time period were identified. Following screening and quality appraisal, the articles were analyzed. Data analysis was carried out using thematic analysis, which ultimately resulted in the extraction of 309 final codes, 81 subcategories, and 18 main categories related to applications of artificial intelligence in marketing.
Findings: The findings indicate that applications of artificial intelligence in marketing are multidimensional, data-driven, and integrative in nature. The most important AI-based marketing categories identified include product development, brand management, pricing, logistics, supply chain management, marketing channels, advertising, marketing campaign management, public relations, social media marketing, sustainable marketing, sales and sales forecasting, customer experience enhancement, customer relationship management, marketing strategies (STP), marketing research, consumer behavior analysis, and content creation. The results further show that artificial intelligence plays a significant role in improving the accuracy of marketing decisions, personalizing marketing activities, and optimizing marketing processes.
Conclusion: Based on the results of the meta-synthesis, artificial intelligence has moved beyond a supportive analytical tool and has become an active agent within the marketing system. By transforming decision-making logic, strategy design, and customer interactions, this technology directs marketing toward intelligent, predictive, and adaptive models. The findings of this study provide a theoretical foundation for the development of intelligent marketing literature and offer practical guidance for managers seeking to effectively implement artificial intelligence in marketing activities.

کلیدواژه‌ها English

Artificial Intelligence
Marketing
Intelligent Marketing
Meta-Synthesis
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  • تاریخ دریافت 14 مهر 1404
  • تاریخ بازنگری 19 آذر 1404
  • تاریخ پذیرش 09 دی 1404