Adoption of disruptive technologies in marketing: a bibliometric review and scientific mapping

Abu Bashar and Shalini Singh

International Journal of Business Information Systems, 2026, vol. 53, issue 2, 145-168

Abstract: Technological implication is peremptorily increasing in the field of marketing to operate the marketing functions more competently. Disruptive technologies such as the internet of things, big data analytics, blockchain, and artificial intelligence have changed the ways businesses operate. The marketing applications and campaigns need to be technologically advanced and innovative to sustain this disruption. This study attempts to unveil the adoption of disruptive technologies in marketing from the relevant literature using bibliometric analysis. Scopus data has been retrieved to review the adoption of disruptive technologies that has been filtered to 1,134 research articles during the span of 2002-2021. For further analysis, VOSviewer and Biblioshiny package of R studio have been used. Results indicated an elaborated insight into the significant contributions of the papers, authors, journals, etc. along with the co-citation analysis, scientific mapping, and collaboration networks. This study remarkably solicits an elaborated review of the adoption of disruptive technologies in marketing and uncovers the future directions for the researchers.

Keywords: disruptive technologies; artificial intelligence; AI; machine learning; ML; deep learning; digital marketing; bibliometric analysis; co-citation analysis. (search for similar items in EconPapers)
Date: 2026
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