Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

IF 8.6 2区 管理学 Q1 BUSINESS
Clara Suraña-Sánchez, Maria Elena Aramendia-Muneta
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Abstract

This study, through a bibliometric analysis, aims to provide increased knowledge of the evolution and effects of artificial intelligence over the last 30 years in customer engagement and advertising engagement. Articles were gathered from three databases by using combinations of keywords (artificial intelligence, customer engagement, advertising engagement, marketing, machine learning, etc.). A set of inclusion/exclusion criteria were then applied to obtain the final sample. The final sample was made up of 190 peer-reviewed articles. Three separate analyses were performed to test the sample. A performance analysis identified the articles' years of publication, contributions per country and the performance/output of the relevant journals. A data analysis created 10 clusters; these are examined in depth, and provide explanations of the evolution of the relevant scientific production. The study's findings offer a wide perspective of research undertaken to date, and identify possible research gaps. This research contributes to the marketing field by bridging a gap, through undertaking a bibliometric analysis, in the research about the impact of artificial intelligence on customer and advertising engagement over the years 1991 through 2022. It offers scholars and researchers ideas for future research.

Abstract Image

人工智能对客户参与和广告参与的影响:综述与未来研究议程
本研究通过文献计量分析,旨在进一步了解过去 30 年来人工智能在客户参与和广告参与方面的演变和影响。通过使用关键词组合(人工智能、客户参与、广告参与、市场营销、机器学习等)从三个数据库中收集文章。然后应用一套纳入/排除标准来获得最终样本。最终样本由 190 篇同行评议文章组成。为了检验样本,我们分别进行了三项分析。绩效分析确定了文章的发表年份、每个国家的贡献以及相关期刊的绩效/产出。数据分析创建了 10 个群组;对这些群组进行了深入研究,并提供了相关科学成果演变的解释。研究结果为迄今为止开展的研究提供了一个广阔的视角,并指出了可能存在的研究空白。本研究通过文献计量分析,弥补了 1991 年至 2022 年人工智能对客户和广告参与度影响的研究空白,为市场营销领域做出了贡献。它为学者和研究人员提供了未来研究的思路。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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