Have a personal or library account? Click to login
Convergence of marketing technologies and artificial intelligence: a bibliometric review (1987-2025) Cover

Convergence of marketing technologies and artificial intelligence: a bibliometric review (1987-2025)

Open Access
|Dec 2025

References

  1. Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959-975. doi: 10.1016/j.joi.2017.08.007
  2. Bornmann, L., & Daniel, H. (2008). What do citation counts measure? A review of studies on citing behavior. Journal of Documentation, 64(1), 45-80. doi: 10.1108/00220410810844150
  3. Chotisarn, N., & Phuthong, T. (2025). Mapping the landscape of marketing technology: Trends, theories and trajectories in ecosystem research. COGENT BUSINESS & MANAGEMENT, 12(1). doi: 10.1080/23311975.2024.2448608
  4. Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24-42. doi: 10.1007/s11747-019-00696-0
  5. de Andrés-Sánchez, J., & Gené-Albesa, J. (2023). Explaining Policyholders’ Chatbot Acceptance with an Unified Technology Acceptance and Use of Technology-Based Model. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1217-1237. Scopus. doi: 10.3390/jtaer18030062
  6. De Luca, L. M., Herhausen, D., Troilo, G., & Rossi, A. (2021). How and when do big data investments pay off? The role of marketing affordances and service innovation. Journal of the Academy of Marketing Science, 49(4), 790-810. doi: 10.1007/s11747-020-00739-x
  7. Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a biblio-metric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296. doi: 10.1016/j.jbusres.2021.04.070
  8. Glänzel, W., & Schubert, A. (2004). Analysing scientific networks through co-authorship. In W. H. F. Moed, W. Glänzel, & U. Schmoch (Eds.), Handbook of Quantitative Science and Technology Research (pp. 257-276). Berlin, Germany: Springer.
  9. Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30-50. doi: 10.1007/s11747-020-00749-9
  10. Huang, M.-H., & Rust, R. T. (2024). The Caring Machine: Feeling AI for Customer Care. Journal of Marketing, 88(5), 1-23. doi: 10.1177/00222429231224748
  11. Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial Intelligence in Advertising: How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey. Journal of Advertising Research, 58(3), 263-267. doi: 10.2501/JAR-2018-035
  12. Klincewicz, K. (2009). The use of bibliometrics in management science. Problemy Zarządzania, 7(4), 130-156.
  13. Klincewicz, K., Żemigała, M., & Mijal, M. (2012). Bibliometria w zarządzaniu technologiami i badaniami naukowymi [Bibliometrics in technology and research management]. Warszawa, Poland: Ministerstwo Nauki i Szkolnictwa Wyższego.
  14. Kumar, V., Ashraf, A. R., & Nadeem, W. (2024). AI-powered marketing: What, where, and how? International Journal of Information Management, 77, 102783. doi: 10.1016/j.ijinfomgt.2024.102783
  15. Kumar, V., & Kotler, P. (2024). TRANSFORMATIVE MARKETING: Combining new age technologies and human insights. Cham, Switzerland: Palgrave Macmillan.
  16. Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96. doi: 10.1509/jm.15.0420
  17. Leydesdorff, L. (2001). The Challenge of Scientometrics: The Development, Measurement, and Self-Organization of Scientific Communications. California, USA: Universal Publishers.
  18. Massimo, A., & Cuccurullo, C. (2017). Bibliometrix: An R-Tool for Comprehensive Science Mapping Analysis. Journal of Informetrics, 11(4), 959-975.
  19. Moed, H. F., Glänzel, W., & Schmoch, U. (2004). Handbook of quantitative science and technology research: The use of publication and patent statistics in studies of S & T systems. Dordrecht, Netherlands: Kluwer Academic Publishers.
  20. Rust, R. T. (2020). The future of marketing. International Journal of Research in Marketing, 37(1), 15-26. doi: 10.1016/j.ijresmar.2019.08.002
  21. Small, H. (1999). Visualizing science by citation mapping. Journal of the American Society for Information Science, 50(9), 799-813. doi: 10.1002/(SICI)1097-4571(1999)50:9<;799::AID-ASI9>3.0.CO;2-7
  22. Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333-339. doi: 10.1016/j.jbusres.2019.07.039
  23. Teece, D. J. (2008). Dosi’s technological paradigms and trajectories: Insights for economics and management. Industrial and Corporate Change, 17(3), 507-512. doi: 10.1093/icc/dtn014
  24. Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509-533. doi: 10.1002/(sici)1097-0266(199708)18:7<;509::aid-smj882>3.0.co;2-z
  25. Thakur, J., & Kushwaha, B. P. (2024). Artificial intelligence in marketing research and future research directions: Science mapping and research clustering using bibliometric analysis. Global Business and Organizational Excellence, 43(3), 139-155. doi: 10.1002/joe.22233
  26. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17. doi: 10.1509/jmkg.68.1.1.24036
  27. Wirth, N. (2018). Hello marketing, what can artificial intelligence help you with? International Journal of Market Research, 60(5), 435-438. doi: 10.1177/1470785318776841
  28. Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018). Brave new world: Service robots in the frontline. Journal of Service Management, 29(5), 907-931. doi: 10.1108/JOSM-04-2018-0119
  29. Żemigała, M. (2018). Analiza bibliometryczna badań nad innowacjami w sektorach niskich technologii. Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska, 118, 703-711. doi: 10.29119/1641-3466.2018.118.55
DOI: https://doi.org/10.2478/emj-2025-0025 | Journal eISSN: 2543-912X | Journal ISSN: 2543-6597
Language: English
Page range: 29 - 51
Submitted on: Jun 8, 2025
|
Accepted on: Nov 20, 2025
|
Published on: Dec 31, 2025
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year

© 2025 Mariusz Trojanowski, Edyta Barmentloo, published by Bialystok University of Technology
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.