A systematic mapping study of using artificial intelligence and data analysis in digital marketing: Revealing the state of the art

Nargiza Alimkhodjaeva
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Abstract

The use of cutting-edge technologies in the market is actively drawing the attention of marketing scholars because of its huge advantages in business such as sustainable competitive and financial outcomes. The digital marketing literature is prolific with works focused on artificial intelligence and data analysis in different aspects of marketing such as customer loyalty and brand management. As the number of research publications for integrating artificial intelligence and data analysis in digital marketing is steadily growing, a need to systematically identify, analyze, and classify the state of the art of this research field emerges. Inspired by this need, this paper aims to provide scholars with a comprehensive overview of the state of the whole research in the digital marketing field including artificial intelligence and data analysis applications. By systematically analyzing literature based on search strategies and classification framework, an overview of the central research themes and main findings were retrieved from the bodies of knowledge in the years from 2016 to 2022. The main contributions of the systematic mapping study include a reported portfolio of key publications, a systematic map of comparing, classifying, and evaluating existing knowledge of the digital marketing field, an overview of the central research topics and findings, and future research agenda. Finally, from the systematic mapping research of the studies, the state of the art of the whole research of digital marketing and the cutting-edge technologies integrated field and theoretical & practical implications are revealed.
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在数字营销中使用人工智能和数据分析的系统映射研究:揭示艺术的状态
尖端技术在市场上的应用正积极引起市场营销学者的关注,因为它在商业上具有巨大的优势,如可持续的竞争和财务结果。数字营销文献是多产的,其作品集中在营销的不同方面,如客户忠诚度和品牌管理的人工智能和数据分析。随着将人工智能和数据分析整合到数字营销中的研究出版物数量的稳步增长,系统地识别、分析和分类这一研究领域的最新技术的需求出现了。受这一需求的启发,本文旨在为学者们提供包括人工智能和数据分析应用在内的数字营销领域整体研究现状的全面概述。通过基于检索策略和分类框架的文献系统分析,对2016 - 2022年的中心研究主题和主要发现进行了综述。系统地图研究的主要贡献包括报告的关键出版物组合,比较,分类和评估数字营销领域现有知识的系统地图,中心研究主题和发现的概述,以及未来的研究议程。最后,通过对研究的系统梳理,揭示了数字营销整体研究的现状和前沿技术整合领域及其理论与实践意义。
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