Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda

Mekhail Mustak, Joni Salminen, Loïc Plé and Jochen Wirtz

Journal of Business Research, 2021, vol. 124, issue C, 389-404

Abstract: The rapid advancement of artificial intelligence (AI) offers exciting opportunities for marketing practice and academic research. In this study, through the application of natural language processing, machine learning, and statistical algorithms, we examine extant literature in terms of its dominant topics, diversity, evolution over time, and dynamics to map the existing knowledge base. Ten salient research themes emerge: (1) understanding consumer sentiments, (2) industrial opportunities of AI, (3) analyzing customer satisfaction, (4) electronic word-of-mouth–based insights, (5) improving market performance, (6) using AI for brand management, (7) measuring and enhancing customer loyalty and trust, (8) AI and novel services, (9) using AI to improve customer relationships, and (10) AI and strategic marketing. The scientometric analyses reveal key concepts, keyword co-occurrences, authorship networks, top research themes, landmark publications, and the evolution of the research field over time. With the insights as a foundation, this article closes with a proposed agenda for further research.

Keywords: Marketing; Artificial intelligence; AI; Natural Language Processing; Big Data; Digital (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (46)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296320307165
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:124:y:2021:i:c:p:389-404

DOI: 10.1016/j.jbusres.2020.10.044

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().