The Evolution of Interactive Digital Marketing: A Bibliometric Study of Innovation and Artificial Intelligence (notice n° 1544022)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01853cam a2200217 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20251012024451.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Luong, Lam |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | The Evolution of Interactive Digital Marketing: A Bibliometric Study of Innovation and Artificial Intelligence |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2025.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 31 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The quick adaptation of artificial intelligence (AI) into digital marketing has changed the way marketers execute their marketing strategies and interact with consumers. As AI and digital marketing have gained interest from both scholars and practitioners, it is important to understand how AI could enhance the marketing performance, consumers experience and consumer-brand relationships. While the topic about AI and marketing (in general) has been considerably new and this research adapts the bibliometric analysis methodology to analyze data acquired from SCOPUS, using different analysis techniques to visualize the networks of co-authorships, co-occurrence, and keywords to better understand the current picture of AI and Digital marketing research: who are the influential authors in this topic about AI and digital marketing, top cited papers, journals that are most cited, etc. Importantly, the community detection algorithm helps to identify different clusters of topics in the research stream of AI and Marketing. Importantly, with thematic mapping, the study points out the trends and avenue of future research. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Artificial Intelligence (AI) |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Bibliometric Analysis |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Digital Marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Innovation |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Idir, Brahim |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Innovations | hors-série | HS1 | 2025-10-10 | p. 108-108 | 1267-4982 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-innovations-2025-HS1-page-108?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-innovations-2025-HS1-page-108?lang=en&redirect-ssocas=7080</a> |
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