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The State of Artificial Intelligence in Marketing With Directions for Future Research

Author

Listed:
  • Jing Chen

    (Texas A&M University, Kingsville, USA)

  • Jose Humberto Ablanedo-Rosas

    (The University of Texas at El Paso, USA)

  • Gary L. Frankwick

    (The University of Texas at El Paso, USA)

  • Fernando R. Jiménez Arévalo

    (The University of Texas at El Paso, USA)

Abstract

Today, artificial intelligence (AI) is becoming increasingly important in both industry and academics. To investigate AI in marketing, we have used bibliometric study, social network analysis (SNA), main path analysis, and content analysis to examine the top 10 authors, top 20 most cited articles, and top 11 milestone papers from our 628 articles sample. Bibliometric study identified leading authors, documents, universities, countries, and sources of these articles. By using SNA, we spotted an academic social network of crucial publications. Moreover, we recognized eleven milestone articles that constitute the main knowledge flow in AI marketing through main path analysis. Finally, we discussed future directions based on our findings. Our study is one among a few studies that have used bibliometric analysis methods to analyze and visualize the citation network of the AI-marketing interface.

Suggested Citation

  • Jing Chen & Jose Humberto Ablanedo-Rosas & Gary L. Frankwick & Fernando R. Jiménez Arévalo, 2021. "The State of Artificial Intelligence in Marketing With Directions for Future Research," International Journal of Business Intelligence Research (IJBIR), IGI Global, vol. 12(2), pages 1-26, July.
    • Handle: RePEc:igg:jbir00:v:12:y:2021:i:2:p:1-26
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    References listed on IDEAS

    as
    1. Birger Wernerfelt, 1984. "A resource‐based view of the firm," Strategic Management Journal, Wiley Blackwell, vol. 5(2), pages 171-180, April.
    2. Dapeng Cui & David Curry, 2005. "Prediction in Marketing Using the Support Vector Machine," Marketing Science, INFORMS, vol. 24(4), pages 595-615, January.
    3. Oliver J. Rutz & George F. Watson, 2019. "Endogeneity and marketing strategy research: an overview," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 479-498, May.
    4. Vlačić, Božidar & Corbo, Leonardo & Costa e Silva, Susana & Dabić, Marina, 2021. "The evolving role of artificial intelligence in marketing: A review and research agenda," Journal of Business Research, Elsevier, vol. 128(C), pages 187-203.
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