Charting the Scientometric Evolution: Emerging Trends in Artificial Intelligence and Marketing Research

Samira Frioui, Amel Graa and Boumediene Souiki
Additional contact information
Samira Frioui: Djillali Liabes University (Algeria)
Amel Graa: Djillali Liabes University (Algeria)
Boumediene Souiki: Lab Montpellier recherche économie (MRE)- Laboratoire d'Economie Rouen Normandie (LERN) Montpellier University (France)

IJEP, 2025, vol. 8, issue 01, Pages : 193-211

Abstract: This study presents a scientometric analysis of the evolving integration of Artificial Intelligence (AI) in marketing research, addressing a gap in quantitative assessments of this rapidly advancing field. Drawing on data from Scopus (1984–Q1 2024) and utilizing advanced bibliometric techniques in R Studio, the research maps publication trends, author influence, institutional and geographic distributions, and thematic developments. The analysis covers 565 English-language, peer-reviewed articles, revealing a marked acceleration in publication volume since 2015, with a peak of 136 articles in 2023. The United States leads in research output and international collaboration, followed by the United Kingdom, China, and India. The Journal of Business Research emerges as the predominant outlet, while key contributors such asDWIVEDI YK, KIETZMANN J, and KAR AK shape the field’s discourse. Dominant themes include “artificial intelligence,” “machine learning,” “decision-making,” and “marketing strategies.” Network analyses highlight AI’s central role in connecting diverse marketing subfields and fostering interdisciplinary inquiry. The findings underscore AI’s transition from a peripheral topic to a core driver of marketing scholarship, with significant implications for future research directions and strategic practice. This study provides a comprehensive mapping of the field’s scientometric evolution, identifying leading voices, institutions, and emerging trends.

Keywords: Artificial Intelligence; Scientometric Analysis; Marketing Strategies; Publication Networks; Research Mapping (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ijep.dz/index.php/IJEP/article/view/360 Abstract page (text/html)
https://ijep.dz/index.php/IJEP/article/download/360/332 Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bjm:ijep00:v:8:y:2025:i:01:id:360

DOI: 10.54241/2065-008-001-011

Access Statistics for this article

More articles in IJEP from ALPEC The performance of Algerian economic institutions in light of international economic mobility , Boumerdes University
Bibliographic data for series maintained by BOUZID Ahmed ().