Digital marketing trends reshaped by artificial intelligence: a bibliometric approach
Küçük Resim Yok
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
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.
Açıklama
Anahtar Kelimeler
Kaynak
Journal of emerging economies and policy (Online)
WoS Q Değeri
Scopus Q Değeri
Cilt
9
Sayı
1
