Bibliometric Analysis of Publications in Artificial Intelligence and Consumer Behavior

Abstract

Purpose – The aim of this study is to examine the researches on artificial intelligence and customer behavior at marketing area with bibliometric analysis method and to create a general perspective on the subject. Design/methodology/approach – In the Scopus database, without the limitation of publication type and year, the studies containing the phrase "artificial intelligence" and "consumer behavior" in the title, abstract and keywords were scanned. A total of 213 studies published between the years of 1988-2022 were identified and determined by making the field limitation as business, management and finance, economics, decision-making and social sciences and psychology. All of these studies were examined with bibliometric analyzes through the R package program and the Scopus database. Findings – 213 publications on the subject have been published in 138 different sources. The average number of citations of the documents is 11.95. It is seen that there are 11956 references in total in two hundred and thirteen publications. The number of keywords for the publications is 1280, and the total number of authors is 627. The average number of authors per study is 2.94, the number of co-authors per study is 3.04. The authors’ collaboration index is 3.26. 63.4% of the studies consisted of articles and 23.9% of them are conference papers. The USA and China are at the forefront of the countries that have done the most studies, cited and cooperated on the subject. It was seen that the most studies were done in the field of business, management and accounting, and computer science took the second place. Discussion – Studies on the subject in business and consumer academic journals have been increasing continuously since 2019. It is thought that the trend on the subject has increased the most in 2021 and will continue in this way. The conceptual center of the studies was gathered in the field of artificial intelligence and consumer behavior and service marketing. It is thought that in future studies, different focuses on artificial intelligence marketing will be created and that situation will enrich the field of marketing.