Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis
Integrating Artificial Intelligence (AI) into marketing has revolutionised this field, offering new avenues of innovation and efficacy. This study aims to unveil the prevailing trends and patterns within the current academic literature about AI applications in Marketing and propose future research d...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of the Algarve - ESGHT - CIEO
2025-01-01
|
| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/2875 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1841554311584153600 |
|---|---|
| author | Paulo Rita Wajdy Omran Ricardo F. Ramos Tânia Costa |
| author_facet | Paulo Rita Wajdy Omran Ricardo F. Ramos Tânia Costa |
| author_sort | Paulo Rita |
| collection | DOAJ |
| description | Integrating Artificial Intelligence (AI) into marketing has revolutionised this field, offering new avenues of innovation and efficacy. This study aims to unveil the prevailing trends and patterns within the current academic literature about AI applications in Marketing and propose future research directions. The study conducted a comprehensive review by analysing 2,255 articles from the Scopus database from 1980 to 2022, employing a Text Mining approach and Latent Dirichlet Allocation (LDA) topic modelling. The findings suggest trends in research topics of Learning Models, Expert Systems, Natural Language Processing, Social Media, and Consumer Centricity. Outlier topics related to Health, Market Forecast, and Technology Impact on Youth have caught the researchers’ attention. The associated challenges and risks, ethical considerations, and practical implications were presented for each topic. This study develops literature on AI-driven marketing by unearthing the trend topics and suggesting a research agenda. At the same time, it offers actionable insights for businesses to enhance consumer engagement and ethical AI adoption in marketing practices. |
| format | Article |
| id | doaj-art-2eb0813a7fc7452dbe3a5b6015962644 |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | University of the Algarve - ESGHT - CIEO |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-2eb0813a7fc7452dbe3a5b60159626442025-01-08T14:44:36ZengUniversity of the Algarve - ESGHT - CIEOTourism & Management Studies2182-84662025-01-012113955Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis Paulo Rita 0Wajdy Omran 1Ricardo F. Ramos 2Tânia Costa 3NOVA Information Management School (NOVA IMS), Lisbon, Portugal University of Minho, Faculty of Economics and Management, Portugal Instituto Politécnico de Coimbra, ESTGOH, Portugal NOVA Information Management School (NOVA IMS), Lisbon, Portugal Integrating Artificial Intelligence (AI) into marketing has revolutionised this field, offering new avenues of innovation and efficacy. This study aims to unveil the prevailing trends and patterns within the current academic literature about AI applications in Marketing and propose future research directions. The study conducted a comprehensive review by analysing 2,255 articles from the Scopus database from 1980 to 2022, employing a Text Mining approach and Latent Dirichlet Allocation (LDA) topic modelling. The findings suggest trends in research topics of Learning Models, Expert Systems, Natural Language Processing, Social Media, and Consumer Centricity. Outlier topics related to Health, Market Forecast, and Technology Impact on Youth have caught the researchers’ attention. The associated challenges and risks, ethical considerations, and practical implications were presented for each topic. This study develops literature on AI-driven marketing by unearthing the trend topics and suggesting a research agenda. At the same time, it offers actionable insights for businesses to enhance consumer engagement and ethical AI adoption in marketing practices.https://www.tmstudies.net/index.php/ectms/article/view/2875artificial intelligence (ai)marketingliterature analysistext miningtopic modelling |
| spellingShingle | Paulo Rita Wajdy Omran Ricardo F. Ramos Tânia Costa Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis Tourism & Management Studies artificial intelligence (ai) marketing literature analysis text mining topic modelling |
| title | Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis |
| title_full | Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis |
| title_fullStr | Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis |
| title_full_unstemmed | Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis |
| title_short | Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis |
| title_sort | exploring the applications of artificial intelligence in marketing a topic modelling analysis |
| topic | artificial intelligence (ai) marketing literature analysis text mining topic modelling |
| url | https://www.tmstudies.net/index.php/ectms/article/view/2875 |
| work_keys_str_mv | AT paulorita exploringtheapplicationsofartificialintelligenceinmarketingatopicmodellinganalysis AT wajdyomran exploringtheapplicationsofartificialintelligenceinmarketingatopicmodellinganalysis AT ricardoframos exploringtheapplicationsofartificialintelligenceinmarketingatopicmodellinganalysis AT taniacosta exploringtheapplicationsofartificialintelligenceinmarketingatopicmodellinganalysis |