Visualising the Knowledge Domain of Artificial Intelligence in Marketing: A Bibliometric Analysis

Abstract

As the number of research outputs in the field of AI in Marketing increased greatly in the past 20 years, a systematic review of the literature and its developmental process is essential to provide a consolidated view of this area. This study conducted a bibliometric analysis for the knowledge domain of AI in Marketing by using 617 research outputs from the Web of Science database from 1992 to 2020. Knowledge maps of AI in marketing research were visualised by employing CiteSpace software.

Artificial intelligence-based public healthcare systems: G2G knowledge-based exchange to enhance the decision-making process

“…While preliminary findings concentrated on tables versus diagrams, subsequent work has extended CFT to other specific representations, such as maps (Dennis & Carte, 1998), and has considered the impact of users' prior domain knowledge and the effect of subtasks (Shaft & Vessey, 2006). These results have important implications for analysing the effect of AI characteristics on problemsolving in general, especially in the context of healthcare, and for providing a range of knowledge in real time (Ismagiloiva et al, 2020). On the other hand, AI characteristics can also offer theoretical extensions.…”

Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

“…In the financial industry, for example, the adoption of digital tools in B2B marketing has not only revolutionized but also fundamentally reshaped how financial institutions engage with their corporate clients. This profound transformation is characterized by the widespread integration of advanced technologies, such as artificial intelligence and data analytics, which have ushered in a new era of connectivity, communication, and data‐driven decision making within the sector (Imsagiloiva et al, 2020; Jiang, 2021). The implications of this digital revolution extend far beyond the traditional paradigms of B2B interactions, impacting the entire landscape of financial services and redefining the way financial institutions understand, serve, and collaborate with their corporate clientele.…”

“…Some authors (Imsagiloiva et al, 2020; Kannan & Li, 2017; Krishen et al, 2021; Nkagawa et al, 2015) have argued that there are three dominant themes in the evolution of digital marketing. First, mobile marketing is a digital marketing strategy that uses smartphones as its main tool for diffusing advertising, and to connect with the customer.…”