نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران
2 استاد و عضو هیات علمی دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان
3 عضو هیات علمی / موسسه عالی آموزش و پژوهش مدیریت و برنامه ریزی
4 استادیار، گروه مدیریت بازرگانی، عضو هیات علمی دانشگاه حضرت معصومه(س)
کلیدواژه‌ها
عنوان مقاله English
نویسندگان English
Recently, with the penetration of artificial intelligence, the marketing environment of small and medium enterprises has experienced significant developments. The aim of this research is to identify the most influential contributors, current trends, and future research directions in the field of artificial intelligence in digital marketing in small and medium enterprises. For this purpose, bibliometric data of 100 documents between 2000 and 2025 in the field of artificial intelligence in marketing research were extracted from the Scopus database. VOSviewer version 1.6.20.0 software was used for the analysis. The results and publication trends indicate the annual growth in artificial intelligence in marketing research. In addition, keyword co-occurrence analysis uncovered four main thematic clusters: Cluster 1 - Digitalization of SMEs, Cluster 2 - Marketing Opportunities of AI in Industry, Cluster 3 - Data Analytics and Advanced Decision Making, and Cluster 4 - Marketing Strategies and Social Media. By identifying current thematic clusters, this study identifies future research areas. It also has practical implications for marketers in SMEs and shows how AI can be used to improve business operations.
کلیدواژه‌ها English
