Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda

Mekhail Mustak, Joni Salminen, Loïc Plé, Jochen Wirtz

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

204 Citeringar (Scopus)

Sammanfattning

The rapid advancement of artificial intelligence (AI) offers exciting opportunities for marketing practice and academic research. In this study, through the application of natural language processing, machine learning, and statistical algorithms, we examine extant literature in terms of its dominant topics, diversity, evolution over time, and dynamics to map the existing knowledge base. Ten salient research themes emerge: (1) understanding consumer sentiments, (2) industrial opportunities of AI, (3) analyzing customer satisfaction, (4) electronic word-of-mouth–based insights, (5) improving market performance, (6) using AI for brand management, (7) measuring and enhancing customer loyalty and trust, (8) AI and novel services, (9) using AI to improve customer relationships, and (10) AI and strategic marketing. The scientometric analyses reveal key concepts, keyword co-occurrences, authorship networks, top research themes, landmark publications, and the evolution of the research field over time. With the insights as a foundation, this article closes with a proposed agenda for further research.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Business Research
Volym124
Sidor (från-till)389-404
Antal sidor16
ISSN0148-2963
DOI
StatusPublicerad - 2021
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoHP: Digitalisering och hållbarhet inom immateriella rättigheter

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