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Mapping two decades of evolution of artificial intelligence and machine learning in digital marketing and digital promotion to determine the current direction: A systematic review using bibliometrics | JECR
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This study conducts a comprehensive bibliometric analysis to map the intellectual evolution of this field, offering a longitudinal perspective across two periods: 2000–2021 and 2022–2024. Using SciMAT, the research identifies motor, transversal, emerging, and specialized themes, highlighting key topics such as recommender systems, anthropomorphism, natural language processing (NLP), and social media marketing. The findings reveal how foundational themes, like technology acceptance and user-generated content, have evolved into advanced applications focused on real-time personalization, consumer interaction, and automated decision-making. This work not only outlines the conceptual structure of AI in digital marketing but also identifies critical gaps and future research opportunities. Practical implications are provided for industry professionals, emphasizing strategies for leveraging AI-driven tools to enhance customer engagement, optimize campaigns, and foster trust. By mapping the progression of research themes, this study offers a roadmap for academics and practitioners aiming to navigate the dynamic landscape of AI in digital marketing.</div></div></section><section class="field field-name-field-paper-key-word field-type-taxonomy-term-reference field-label-inline clearfix view-mode-full"><h2 class="field-label">Key Word: </h2><ul class="field-items"><li class="field-item even"><a href="/taxonomy/term/1465" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Artificial intelligence</a></li><li class="field-item odd"><a href="/taxonomy/term/319" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">machine learning</a></li><li class="field-item even"><a href="/taxonomy/term/1466" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Digital marketing</a></li><li class="field-item odd"><a href="/taxonomy/term/1467" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Bibliometrics</a></li><li class="field-item even"><a href="/taxonomy/term/1468" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Science mapping</a></li></ul></section><section class="field field-name-field-issue-published-date field-type-datetime field-label-inline clearfix view-mode-full"><h2 class="field-label">Published Date: </h2><div class="field-items"><div class="field-item even"><span class="date-display-single" property="dc:date" datatype="xsd:dateTime" content="2025-02-01T00:00:00+08:00">February, 2025</span></div></div></section><section class="field field-name-field-paper-full-file field-type-file field-label-above view-mode-full"><h2 class="field-label">Full File: </h2><div class="field-items"><div class="field-item even"><span class="file"><img class="file-icon" alt="PDF icon" title="application/pdf" src="/modules/file/icons/application-pdf.png" /> <a href="http://www.jecr.org/sites/default/files/2025vol26no1_Paper1.pdf" type="application/pdf; length=887695">2025vol26no1_Paper1.pdf</a></span></div></div></section> </div> <span property="dc:title" content="Mapping two decades of evolution of artificial intelligence and machine learning in digital marketing and digital promotion to determine the current direction: A systematic review using bibliometrics" class="rdf-meta element-hidden"></span></article> </div> </div> <!-- Feed icons (RSS, Atom icons etc --> </section> <!-- /main-content --> </div> </div> <!-- /content-column --> </div> </div> <!-- /columns --> <!-- four-4x25 Gpanel --> <footer id="footer" class="clearfix" role="contentinfo"> <div id="footer-inner" class="clearfix"> <div class="region region-footer"><div class="region-inner clearfix"><div id="block-block-2" class="block block-block no-title odd first last block-count-3 block-region-footer block-2" ><div class="block-inner clearfix"> <div class="block-content content"><p class="rtecenter">JOURNAL OF ELECTRONIC COMMERCE RESEARCH</p> <p class="rtecenter">College of Business  -  California State University Long Beach </p> <p class="rtecenter">1250 Bellflower Blvd, Long Beach, CA 90840</p> <br> <p class="rtecenter">Hosted & Printed by College of Commerce, National Chengchi University</p> <p class="rtecenter">64, Sec. 2, ZhiNan Rd., Taipei, Taiwan 11605</p> </div> </div></div></div></div> <p class="attribute-creator"><small class="attribution">Premium Drupal Theme by <a href="http://adaptivethemes.com">Adaptivethemes.com</a></small></p> </div> </footer> </div> <!-- /page --> </div> <!-- /texture overlay --> </body> </html>