Digital Marketing Trends Reshaped by Artificial Intelligence: A Bibliometric Approach

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JOEEP: Journal of Emerging Economies and Policy
Volume:9 Issue:1
Digital Marketing Trends Reshaped by Artificial Intelligence: A Bibliometric Approach

Digital Marketing Trends Reshaped by Artificial Intelligence: A Bibliometric Approach

Authors : Mehmet Gökerik, Öznur Aktaş

Pages : 75-90

View : 176 | Download : 158

Publication Date : 2024-06-30

Article Type : Research Paper

Abstract :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.
Keywords : Yapay Zeka, Dijital Pazarlama, Bibliyometrik Analiz, Bibliometrix

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