The Role Of Artificial Intelligence In Marketing
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Date
2024-12-31
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Publisher
جامعة الوادي University of Eloued
Abstract
The adoption of artificial intelligence (AI) in marketing strategies and decision-making
is on the rise. However, there remains a notable lack of bibliometric analysis in this area. To
address this, a thorough study spanning from 1984 to 2023 was conducted using a bibliometric
approach, analyzing the research landscape, key developments, and emerging trends, based on data
from the Scopus database. The study examined 358 journal articles, revealing that the predominant
research areas are management, business, and accounting. The journal "Decision Support Systems"
was identified as a particularly active source of publications, with the United States leading in
publication output. This research fills a critical gap by providing essential bibliometric insights into
the role of AI in marketing and decision-making, offering a clear overview of the field's evolution
and current areas of focus.
Description
Keywords
Artificial intelligence, Marketing strategies, Decision-making, Bibliometric approach, Emerging trends
Citation
Frioui ,Samira. Graa, Amel . The Role Of Artificial Intelligence In Marketing. Economic Development Review . Vol. 09. N. 02. 31 december2024. faculty of economie commercial and management sciences. university of el oued .