Yapay Zekâ ve Pazarlama Alanındaki Yayınların Bibliyometrik Analizi

Bu çalışmanın amacı yapay zekâ ve pazarlama alanında yapılmış araştırmaları bibliyometrik analiz yöntemi ile incelemektir. Scopus veri tabanında 1984-2022 yılları arasındaki yayınlarda “artificial intelligence*, marketing*” ifadeleri geçen çalışmalar taratılmış ve 447 adet çalışma bulunmuştur. 236 farklı kaynakta yayınlanan çalışmaların toplam referans sayısı 24436, toplam yazar sayısı 1092ve iş birliği endeksi 2.84’tür. En fazla çalışma yapan, atıf alan, iş birliği yapan ülke ABD’dir. İş zekâsı ve bilgi yönetimi konularının ön plana çıktığı tespit edilmiştir.

Anahtar Kelimeler:

Yapay Zekâ, Pazarlama, Bibliyometrik Analiz, Sistematik Literatür Taraması, Scopus

Bibliometric Analysis of Publications in Artificial Intelligence and Marketing

This study examines the research made in artificial intelligence and marketing with the bibliometric analysis method. In the Scopus database between 1984 and 2022, the studies with the phrase “artificial intelligence*, marketing*” were searched, and 447 studies were found in the marketing field. The total number of references of the studies published in 236 different sources is 24436, the total number of authors is 1092, and the collaboration index is 2.84. The USA has the most studies, citations, and cooperation. It has been determined that business intelligence and information management come to the fore.

Keywords:

Artificial Intelligence, Marketing, Bibliometric Analysis, Systematic Literature Review, Scopus,

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