Bansal, Rohi ; Saini, Shwe a; Ngah, Abdul Ha az; P asad, Tapeswa apu Du ga
A icle
P osely izing he po en ial o in luence ma ke ing ia
a i icial in elligence: mapping he esea ch ends
h ough bibliome ic analysis
Cogen Business & Managemen
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Taylo & F ancis G oup
Sugges ed Ci a ion: Bansal, Rohi ; Saini, Shwe a; Ngah, Abdul Ha az; P asad, Tapeswa apu Du ga
(2024) : P osely izing he po en ial o in luence ma ke ing ia a i icial in elligence: mapping he
esea ch ends h ough bibliome ic analysis, Cogen Business & Managemen , ISSN 2331-1975,
Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-20,
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P osely izing he po en ial o influence
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esea ch ends h ough bibliome ic analysis
Rohi Bansal, Shwe a Saini, Abdul Ha az Ngah & Tapeswa apu Du ga P asad
To ci e his a icle: Rohi Bansal, Shwe a Saini, Abdul Ha az Ngah & Tapeswa apu Du ga P asad
(2024) P osely izing he po en ial o influence ma ke ing ia a ificial in elligence: mapping he
esea ch ends h ough bibliome ic analysis, Cogen Business & Managemen , 11:1, 2372889,
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2024, VoL. 11, no. 1, 2372889
P osely izing he po en ial o in luence ma ke ing ia a i icial
in elligence: mapping he esea ch ends h ough bibliome ic
analysis
ohi Bansala,b , Shwe a Sainic , abdul Ha az ngaha and apeswa apu Du ga P asadd
aFacul y o Business, economics and social De elopmen , uni e si i Malaysia e engganu, Malaysia; bDepa men o
Managemen s udies, Vaish College o enginee ing, Roh ak, india; cins i u e o Managemen s udies and Resea ch,
Maha shi Dayanand uni e si y, Roh ak, india; dWollega uni e si y, nekem e, e hiopia
ABSTRACT
a i icial in elligence ep esen s he cu ing-edge on ie in in luence ma ke ing,
o e ing a no el app oach o le e aging social media da a. his s udy aims o p o ide
a comp ehensi e analysis o he ecen s a e and u u e di ec ions o a i icial
in elligence-in used in luence ma ke ing h ough bibliome ic analysis. Fo subs an ial
bibliome ic analysis, he s udy con ains 316 documen s published in jou nals indexed
in he Scopus da abase o he pe iod anging om 2004 o 2023. he yea ly publica ions
ha e isen om 2 in 2004 o 55 in 2023, wi h an a e age age o 19.06 yea s and a
ci a ion a e o 22.19 yea ly. he numbe o publica ions in his domain accele a ed in
2020. acco ding o he e iew indings, Hong kong is he mos p oduc i e coun y in
his esea ch domain. he leading a ilia ion is Hanyang Uni e si y. he op con ibu ing
au ho is ga ica Pe ez-D. he mos p oli ic sou ce is he aaai Sp ing Symposium
echnical epo . keywo d occu ence analysis highligh s p e alen e ms such as Blogs,
Social media ne wo king (online) and Da a mining alongside eme ging keywo ds such
as in luence ma ke ing, Use -gene a ed con en , a i icial in elligence, Sen imen
analysis, and Seman ic analysis in his domain o an icipa e u u e inclina ions.
Pe o mance analysis, u he del es in o collabo a i e e o s among coun ies, sou ces,
a ilia ions and au ho s ha e also been done using ools like Biblioshiny and os iewe .
he s udy o e s no el con ibu ions o he exis ing li e a u e in e ms o comp ehensi ely
p o iding e idence o he cu en p ac ices o ai-in eg a ed in luence ma ke ing.
1. In oduc ion
ini ially, Blogs we e he main sou ce o people o ge in o ma ion abou any hing (B ons ein, 2013). Bu
since 2017 social media s a ed gaining impo ance because a la ge numbe o people s a ed using
di e en social media pla o ms daily. indi iduals who ha e an accoun on a social media pla o m wi h
a la ge numbe o ollowing and egula ly pos con en on i a e known as an in luence . People ollow
hem because o hei di e si ied con en . Because o he la ge audience o in luence b ands ind i a
good s a egy and s a collabo a ing wi h hese in luence s o engage wi h a la ge audience and p o-
mo e hei p oduc and se ices. in luence s ha e gained a solid epu a ion in he ma ke . hus, i
becomes e y di icul o ma ke e s o ind he igh in luence s ( on is e al., 2021).
whe ein, a i icial in elligence (ai) e e s o he simula ion o human b ains in de ices ha ha e been
designed o ac and hink like people. ai has gained popula i y since 2015 wi h di e en ools like
obo s, cha bo s e c. ai imp o es e iciency educes ime and imp o es go e nance h ough be e
decision-making. ai is he newes and mos inno a i e way o use in luence ma ke ing (iM). Da a om
social media can be ex ac ed by using a i icial in elligence-in eg a ed in luence ma ke ing. ai-in eg a ed
in luence ma ke ing is a he epicen es o esea ch schola s and p ac i ione s while ecei ing immense
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT apeswa apu Du ga P asad d du [email p o ec ed] Wollega uni e si y, nekem e, e hiopia.
h ps://doi.o g/10.1080/23311975.2024.2372889
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 11 ap il 2023
e ised 22 Ma ch 2024
accep ed 13 June 2024
KEYWORDS
Bibliome ic analysis;
in luence ma ke ing;
a i icial in elligence;
social media in luence s;
social ne wo king
REVIEWING EDITOR
len iu w igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom
SUBJECTS
in e ne / Digi al
Ma ke ing / e-Ma ke ing;
Ma ke ing
communica ions;
Ma ke ing esea ch;
2 . BanSal e al.
de o ion in he ecen li e a u e. in luence ma ke ing (iM) is an impo an and p ospe ing sec ion o he
digi al ma ke ing indus y.
O ganisa ions a e using ai o assess he in luence ’s pe o mance and o ind he igh in luence wi h
whom hey can collabo a e (Mile a, 2023). Because o he ex emely g owing sec o , esea che s and
p ac i ione s a e keenly showing hei in e es in hese domains. and ha is why publica ions on ai and
iM a e inc easing day by day as shown in Figu e 3. he e o e, his g ow h aises he need o do a bib-
liome ic e iew.
P e ious schola s such as (kuma & Singh, 2019) p esen ed he quali y o in o ma ion ha exis ed
online abou p obio ic p oduc s by de ec ing i ual communi ies and iden i ying key in luence s in
social media. (S ella, 2022) p esen ed a b ie e iew on cogni i e ne wo k science h ough online media
ha b idges emo ional con en and social dynamics by compa ing mul ilaye ne wo ks wi h he mindse s
o in luence s and ollowe s. (Yang e al., 2021) did a compa a i e s udy on audience eac ion o con en
pos ed by in luence s wi h b and sponso ship and compu ed in luence s’ la ge olume o social media
ex s. (a gy is e al., 2020) did an empi ical in es iga ion on iM on ins ag am using deep-lea ning algo-
i hms o au oma ic image classi ica ion.
Mo eo e , o he bes o ou unde s anding, no e iew on ai and iM was published wi hin he las
10 yea s ha has adop ed bibliome ic analysis o e iew. his con en ion is also alida ed h ough
Scopus sea ch ha no bibliome ic e iew has been published on ai and iM.
hus, he ollowing esea ch ques ions ha e been explo ed in his e iew:
RQ1. wha is he publica ion p oduc i i y o esea ch on ai and iM?
RQ2. wha a e he mos in luen ial au ho s on ai and iM?
RQ3. wha a e he op con ibu ing (sou ces, coun ies and a ilia ions) o ai and iM?
RQ4. wha a e he mos p ominen esea ch opics and hemes on ai and iM?
he emaining e iew is o ganized as ollows: ini ially, a b ie o e iew o ai and iM li e a u e ollowed
by an explana ion o he me hodology adop ed in his bibliome ic e iew. nex , a e e iewing he
esul s o ai and iM esea ch men ioned. Finally, u u e implica ions ha e been gi en o en ich he
domain o ai and iM.
2. Backg ound o a i icial in elligence and in luence ma ke ing
2.1. A i icial in elligence
a i icial in elligence is designed o mimic he human b ain and make decisions simila o hose made
by humans in a a ie y o se ings (Ba -ilan, 2004). a i icial in elligence is a echnique ha gi es busi-
nesses he chance o ob ain a compe i i e edge by u ilising la ge da a o speci ically add ess he needs
o hei clien s h ough indi idualised o e ings (li & chen, 2009). i is a gadge ha beha es, hinks, and
lea ns exac ly like a human. he wo ld became a web o in e connec ed ne wo ks as echnology
ad anced. he ealm o a i icial in elligence has di e se applica ions ac oss a wide a ay o businesses
such as in es men . in pa allel wi h how o ganisa ions a e ansi ioning o indus y 4.0, cu ing-edge
echnology such as a i icial in elligence is de eloping. e en hough many obs acles a e p e en ing he
widesp ead adop ion o a i icial in elligence (ai), scien is s a e wo king on sys ems ha suppo he
heo y o mind and sel -awa eness o ai sys ems so ha big da a analy ics can gene a e ma ke in elli-
gence as a esul o he echnology implemen a ion.
a i icial in elligence (ai) echnology is a g oundb eaking o ce in oday’s landscape, undamen ally
al e ing ou in e ac ions wi h and unde s anding o he digi al ealm. essen ially, ai in ol es he c ea ion
o compu e sys ems capable o pe o ming asks adi ionally equi ing human in elligence, including
lea ning, easoning, p oblem-sol ing, and language comp ehension. One key applica ion o ai is machine
lea ning, a subse ha enables sys ems o lea n om da a and enhance hei pe o mance wi hou
explici p og amming. his adap abili y and e olu ion based on expe ience ha e led o signi ican
ad ancemen s ac oss a ious domains, spanning heal hca e, inance, educa ion, and en e ainmen
cOgen BUSineSS & ManageMen 3
(Sha ma & Bahl, 2023). in he business sphe e, ai echnologies o e unp eceden ed oppo uni ies o
e iciency and inno a ion. h ough au oma ion d i en by ai, mundane asks a e s eamlined, eeing up
human esou ces o ocus on mo e in ica e and c ea i e aspec s o hei oles. Mo eo e , ai algo i hms
enhance decision-making p ocesses by analysing ex ensi e da ase s, p o iding aluable insigh s, and
e ining he p ecision o s a egic decisions.
wi h he p oli e a ion o ai-d i en ools and algo i hms, ma ke e s a e ha nessing he powe o
machine lea ning and na u al language p ocessing o op imize in luence selec ion, con en c ea ion, and
audience a ge ing (Mile a, 2023). ai-powe ed pla o ms o e in aluable insigh s in o consume beha iou
and p e e ences, enabling b ands o iden i y he mos ele an in luence s o hei campaigns and ailo
con en ha esona es au hen ically wi h a ge audiences. Mo eo e , ai-d i en analy ics acili a e
eal- ime pe o mance moni o ing and op imiza ion, allowing ma ke e s o adap s a egies dynamically
and maximize campaign impac (Balles a e al., 2022).
2.2. In luence ma ke ing
in luence ma ke ing has unde gone a ascina ing e olu ion, beginning wi h he ise o blogs as a pla -
o m o indi iduals o sha e hei opinions and expe ise. ini ially, businesses ecognized he po en ial o
pa ne ing wi h in luen ial blogge s o each niche audiences wi h au hen ic con en . his phase ma ked
he ea ly s ages o in luence ma ke ing, cha ac e ized by o ganic pa ne ships and genuine endo se-
men s ( on is e al., 2021). as social media pla o ms eme ged, celeb i y endo semen s became a dom-
inan o ce in in luence ma ke ing. B ands le e aged he massi e ollowings o celeb i ies o ampli y
hei message and each b oade audiences. his e a saw he bi h o sponso ed pos s and collabo a ions
wi h well-known pe sonali ies ac oss a ious indus ies.
hese well-known pe sonali ies a e known as in luence s. hey a e he use s on social media
pla o ms who ha e a la ge numbe o ollowe s because o hei c edible con en (ao e al., 2023).
Because o he la ge audience, b ands a e using in luence s o collabo a e wi h hem o p omo e
and e iew p oduc s. Despi e his, use s eel annoyed and con used because o he sponso ed pos
cha ac e and i leads o us a ion and ange among use s because o uncla i y on he in luence ’s
c edibili y (aw & agniho i, 2023). Because o hei as each and business knowledge, social media
in luence s a e ecei ing a lo o a en ion om ma ke e s. in luence ma ke ing has unde gone a
ascina ing e olu ion, beginning wi h he ise o blogs as a pla o m o indi iduals o sha e hei
opinions and expe ise. ini ially, businesses ecognized he po en ial o pa ne ing wi h in luen ial
blogge s o each niche audiences wi h au hen ic con en . his phase ma ked he ea ly s ages o
in luence ma ke ing, cha ac e ized by o ganic pa ne ships and genuine endo semen s ( on is
e al., 2021). as social media pla o ms eme ged, celeb i y endo semen s became a dominan o ce
in in luence ma ke ing. B ands le e aged he massi e ollowings o celeb i ies o ampli y hei
message and each b oade audiences. his e a saw he bi h o sponso ed pos s and collabo a ions
wi h well-known pe sonali ies ac oss a ious indus ies.
he subsequen shi owa ds nano in luence s ma ked a u ning poin in in luence ma ke ing,
emphasizing quali y o e quan i y. nano in luence s, wi h ela i ely small bu highly engaged ol-
lowings, o e ed b ands he oppo uni y o connec wi h niche audiences on a mo e pe sonal le el.
hei au hen ici y and ela abili y esona ed wi h consume s, leading o inc eased us and b and
loyal y. Mic o-in luence s u he e ined his app oach by ocusing on speci ic niches and commu-
ni ies ( idani & Das, 2021). wi h ollowe coun s anging om a ew housand o a ound 100,000,
mic o-in luence s cul i a ed deeply engaged audiences based on sha ed in e es s o demog aphics.
B ands ecognized he alue o hese genuine connec ions and began p io i izing pa ne ships wi h
mic o-in luence s o d i e au hen ic engagemen and con e sions (kana eedu & kalapu ackal,
2022). he ise o mac o in luence s in oduced a new dynamic o in luence ma ke ing, wi h indi-
iduals boas ing ollowe coun s in he hund eds o housands o e en millions. while
mac o-in luence s o e ed b oade each, hey some imes s uggled o main ain he au hen ici y
and c edibili y associa ed wi h smalle in luence s. ne e heless, b ands con inued o le e age hei
in luence o inc ease b and awa eness and isibili y on a la ge scale. Mo e ecen ly, he concep
4 . BanSal e al.
o mega in luence s has eme ged, ep esen ing indi iduals wi h eno mous ollowings and signi i-
can in luence ac oss mul iple pla o ms (Böhndel e al., 2023). hese in luence s, o en celeb i ies
o public igu es, command immense each and in luence, making hem sough -a e pa ne s o
b ands aiming o make a big impac . companies hink communica ing wi h in luence s is a use ul
s a egy o maximise hei in es men in social media. Social media in luence s ha e a signi ican
impac on how businesses ma ke hemsel es as a esul o he p oli e a ion o social media pla -
o ms. B ands a e depending mo e and mo e on social media in luence s as a ma ke ing s a egy.
he o ganisa ion wo ks wi h social media in luence s who a e mo i a ional and good o ganisa ion
wo ks wi h social media in luence s who a e mo i a ional and good.
in pa allel, he indus y has wi nessed he eme gence o a new end dis inc om adi ional in lu-
ence ma ke ing: he ise o i ual in luence s ( i), hese compu e -gene a ed pe sonali ies and a i icial
in elligence blu he line be ween eali y and ic ion, o e ing b ands a unique oppo uni y o engage
wi h audiences in imme si e and inno a i e ways. i ual in luence s a e de ined as ‘en i ies, whe he
human-like o no , au onomously con olled by a i icial in elligence and isually ep esen ed as in e ac-
i e, eal- ime ende ed beings in a digi al se ing (gup a, 2022). while i ual in luence s a e s ill ela-
i ely new, hei po en ial o cap i a e audiences and d i e b and engagemen is undeniable, signalling
a ascina ing new chap e in he e olu ion o in luence ma ke ing.
he subsequen sec ions elabo a e on he pa icula p ocedu es and me hodologies employed in
he e iew.
3. Me hodology
3.1. Bibliome ic sea ch
he ‘Bibliome ic’ is one o hose me hods ha is mos ly used o e alua e he li e a u e. 2.3
combining se e al bibliome ic app oaches p omo es a deepe comp ehension o p oblems in ha
a ea o esea ch. Bibliome ic assessmen s o ai and iM ha e been pe o med in se e al kinds o
esea ch. (Ba -ilan, 2004) s a ed ha he ex eme g ow h o blogs and he di e en a ibu es ha
a e used in blog pos ing. he ollowing a e he a ibu es ha he au ho men ioned in he docu-
men he heme o he blog pos ing, leng h o he blog, links o add o blog pos ing, ela ion
be ween links and bogs pos ing and placemen o hose links in blog pos ings. (li & chen, 2009)
S a ed ha blogs ha e become i al ma ke ing si es because hey con ain a la ge numbe o in o -
ma ion and his becomes p oblema ic o he blog eade o e ie e he impo an in o ma ion.
he au ho p oposed a blog ecommenda ion mechanism which combines in o ma ion ha is us -
wo hy, eliable, socially in ima e, popula and seman ically simila . (li e al., 2010) o e alua e he
in luence and de e mine he in luen ial blogge s in he blogosphe e, a ma ke ing in luen ial alue
model wi h h ee aspec s was de eloped: he aspec s a e con en -based, ne wo k-based and
ac i eness-based. Ma ke e s can e ec i ely apply his model o p omo e hei p oduc s and se -
ices. (Quan & en, 2016) designed a blog emo ion isualisa ion sys em and o implemen his
sys em machine lea ning me hods a e applied o de ec emo ions in blogs. his helps o e alua e
he pe o mance o sen ence emo ion. (Yang e al., 2020) demons a ed ha b ands a e u ilising
in luence s o he p omo ion o hei p oduc and in luence s a e men ioning he b and on hei
social ne wo k. audiences a e showing highly simila eac ions o sponso ed and non-sponso ed
pos s and o classi y he sponso ship pos he au ho has p oposed a neu al ne wo k-based model
by u ilizing he ne wo k embedding and social media ea u es (Mile a, 2023). o u he elucida e
he li e a u e on ai and iM, a bibliome ic e iew has been conduc ed on ai and ai esea ch. in he
nex sec ions, speci ic p ocedu es and me hods o he e iew a e explained.
in his e iew pape bibliome ic s udy has been conduc ed o ep esen he o e all esea ch wo k on
ai and iM in he ScOPUS da abase (B oadus, 1987). he da a o he pe iod om 2004 o 2023 ha e been
co e ed, whe e he cen e o a en ion is on he da a o comple ed ecen s udies. o do he bibliome ic
sea ch e iew, mainly ou s ages ha e been de eloped ha consis s: Da abase sea ch, Schola ly il a ion,
language il a ion and Bibliome ic e iew in Figu e 1 (Don hu e al., 2021).
cOgen BUSineSS & ManageMen 5
Da abase sea ch is he i s s age. Scopus has been chosen i s , due o he ex ensi eness o he bib-
liome ic da a o documen s ha i indexes and secondly, (a ia & cuccu ullo, 2017) due o i s scope o
p oduc ions ha me a ough se o equisi es o indexing. Scopus is a scien i ic da abase ha is e-
quen ly sugges ed o bibliome ic e alua ions, and i is excellen o p ojec s looking o cu a e a sizable
co pus o e iew (He adio e al., 2016). impo an ly, Scopus has been acknowledged as a high-quali y
sou ce o bibliome ic da a, and he co ela ion be ween i s measu es and hose ound in o he scien i ic
da abases like he web o Science is ‘ex emely high’, despi e he la e ’s co e age being less han he
o me (Ma shako a-Shaike ich, 2005; Singh & Dhi , 2019). as a esul , Scopus is a highe -quali y bu
mo e comp ehensi e sou ce o da a o e iew.
we chose ("social media in luence ma ke ing" OR "social media in luence *" OR "YouTube in lu-
ence *" OR “nano in luence *” OR “ i ual in luence *” OR "Facebook in luence *" OR "online in lu-
ence *" OR "mic o-in luence *" OR "mac o in luence *" OR "mega in luence *" OR "human in luence *"
OR "Ins ag am in luence *" OR " ideo blogge *" OR "Snapcha In luence *" OR " logge *" OR "blog-
ge *" OR "YouTube *" OR "digi al in luence *" OR "in luence ma ke ing") AND ("a i icial in elligence"
OR "neu al ne wo ks" OR "deep lea ning" OR "da a lea ning" OR " oice ecogni ion" OR " ex mining"
OR "Da a mining" OR “social ne wo k analysis” OR “ obo *” OR “cha bo *” OR “na u al language p o-
cessing” OR “speech ecogni ion”)
as ou sea ch keywo d due o i s p ominence as a concep in ou analysis, we decided o ocus
only on sea ch up o 2023 o a ional easons. he esul came using a da abase sea ch was 412
documen s (Snyde , 2019). Schola ly il a ion was he second s age. in his s age, we include only
con e ence p oceedings, jou nal publica ions, and book chap e s due o he g ounds o no el y on
which hey we e e alua ed and also due o p ecise pee e iew (kessle , 1963). esea che s did no
include a con e ence e iew. his s age excluded 85 documen s and his included 337 documen s
Figu e 1. Bibliome ic e iew s a egy.
6 . BanSal e al.
only (ken Bake e al., 2020). language il a ion is he hi d s age. we included documen s w i en
in english language only as we all a e e nacula speake s and e iewing wi h a la ge da a se is
imp ac ical when ansla ion wo ks (Zupic & Ča e , 2015). his s age excluded 11 documen s.
al oge he , 316 publica ions a e e ained o bibliome ic analysis wi hin hese s ages as indica ed
in Figu e 2.
o add ess ou i s esea ch ques ion ( Q1), whe e we conduc ed documen analysis and ci a-
ions analysis o iden i y he mos in luen ial a icles globally and locally. ci a ion analysis helps
gauge a documen ’s popula i y and helps esea che s in loca ing impac ul publica ions. o add ess
ou second esea ch ques ion ( Q2), we conduc ed a co-au ho ship analysis o examine collabo a-
ion ends among coun ies and au ho s, which is c ucial o assessing collabo a i e e o s. Fo ou
hi d esea ch ques ion ( Q3), we sough o iden i y he op con ibu o s in e ms o sou ces,
au ho s, coun ies and a ilia ions. can be asce ained and is an impac ul ool o assess ends and
add ess ou ou h esea ch ques ion ( Q4), we employed keywo d co-occu ence analysis and
majo hemes h ough hema ic analysis o map he in ellec ual s uc u e o ai and iM. By iden i-
ying key hemes and in luen ial keywo ds, we can unde s and he unde lying concep s and ends
in hese ields. o ind he answe o all hese esea ch ques ions and isualize he ne wo k
‘Biblioshiny’ and ‘ os iewe ’ ha e been used using he echniques men ioned in able 1 (Boyack &
kla ans, 2010). his s udy se es as a aluable esou ce o academics, shedding ligh on no el
a eas wi hin ai and iM. i also acili a es he iden i ica ion o p oduc i e au ho s and o ganiza ions,
aiding esea che s in inding po en ial collabo a o s and academic ins i u ions. Mo eo e , i p o-
ides insigh s in o impac ul esea ch documen s, which can se e as ounda ional pilla s in hese
ields. his in o ma ion is in aluable o u u e esea che s seeking o ad ance knowledge in
ai and iM.
4. Resul s and in e p e a ions
4.1. Desc ip i e analysis (RQ1)
he summa y s a is ics in able 2 ep esen he eco d o published da a comp ising 250 sou ces, 888
au ho s and 316 documen s. his p og ess is wi h an a e age annual publica ion o 19.06% and an a e -
age annual ci a ion o 22.19. he collabo a ion index o 3.21 and 888 au ho s used 11312 e e ences and
1766 keywo ds, which indica es a good collabo a ion o esea che s in his domain.
Figu e 2. Bibliome ic e iew s a egy o analysis.
cOgen BUSineSS & ManageMen 7
Table 1. s eng hs and weaknesses o he echniques applied.
echniques Desc ip ion s eng h Weakness
Co-au ho ship analysis When wo o mo e au ho s
collabo a e and do a
publica ion join ly. i
e alua es he se o highly
p oduc i e a icles
(Ponoma io & Boa dman,
2016).
Collabo a ion among coun ies,
au ho s, and a ilia ions can
be asce ained and is an
impac ul ool o assessing
collabo a ion ends (Fonseca
e al., 2016).
Compa a i ely leas ecogni ion
has been gi en o
co-au ho ship isualisa ion
ne wo ks (Vallas e e al.,
2019).
Keywo d Co-occu ence analysis assess he numbe o
occu ences o he keywo ds
used in he a icles (Choi
e al., 2011).
new ideas build om old
concep s. Keywo d analysis
helps o iden i y he
impo an keywo ds and he
keywo ds wi h high clus e s
a e highly connec i e (Choi
e al., 2011)
F equen changes in keywo d
clus e s lead o inaccu a e
esul s (Lemieux, 2016).
Ci a ion analysis assess he impac o publica ion,
and au ho by he numbe o
coun s in ci a ions i ge s
globally and locally
(Ho mann & Douce e, 2012).
he mo e he numbe o
ci a ions an a icle ge s he
mo e popula i becomes and
his helps he o he esea che
o see he impac ul
documen .
use ul only o esea che s who
ha e he same in e es in he
same domain and he
popula i y di e s as pe he
ields (aga wal e al., 2016)
hema ic analysis e alua ing ends in he da a:
‘Collec ing codes in o
possible hemes, compiling
all in o ma ion pe inen o
each possible heme’(si e al.,
2018)
i helps o ead a se o da a and
ha e he idea o pa e ns o
ind hemes.
Lack o consis ency and cohe ence
makes his analysis in lexible.
Table 2. summa y s a is ics o documen s unde e iew co pus.
Main in o ma ion Resul s
imespan 2004:2023
sou ces 250
Documen s 316
a g. Y s. om publica ions 19.06
a g. ci a ions pe documen 22.19
Re e ences 11312
Keywo d Plus 1766
au ho s keywo ds 850
au ho s 888
Documen s pe au ho 29
Collabo a ion index 3.21
Figu e 3. Dis ibu ion o annual publica ions.
14 . BanSal e al.
he in e ne by in e ac ing wi h humans and p omo ing b and con en and alues. (alboqami,
2023) highligh ed ha consume us can be d i en by ai in luence s h ough i e sou ces hese
a e Sou ce a ac i eness, cong uences, sou ce c edibili y and a ac i eness. (Simay e al., 2022)
says ha he adop ion o ai applica ions by SMi leads o an e ec on he e-wom in en ion o
cus ome s. (Sands e al., 2022) i ual in luence s a e gaining popula i y bu a he same ime gi -
ing ise o alsi ying and a i icially c ea ed and manipula ed in luence s. ( od íguez- idal e al.,
2020) s a es ha i ual in luence s a e ending in ma ke ing because hey can emula e human
appea ance and beha iou . Bu b ands shield hemsel es om scandals o human in luence s
h ough in es iga ion.
c. Clus e 3- Con en Analysis: he a icles in his clus e discussed abou con en analysis o blogs.
(chau & Xu, 2007) highligh ed ha blogs a e use -gene a ed con en ha p o ide use ul in o ma ion
which is help ul o business in elligence, good oppo uni ies and o e s p oduc s o he consume .
(Y.-M. li & chen, 2009) emphasized ha Mic o-blogs a e some hing which is e y sho and e e y
indi idual has a dis inc way o exp essing emo ions which c ea es p oblems in mic o-blogs. (chau
Figu e 9. ne wo k o keywo ds.
Table 8. occu ence o keywo ds in he ne wo k.
Keywo d occu ence o al link s eng h
Blogs 98 562
social ne wo king (online) 98 507
Da a mining 92 469
Blogge 70 393
social media 72 337
in e ne 37 231
Blogosphe es 32 188
Blogging 26 186
Ma ke ing 30 183
na u al language p ocessing sys ems 32 179
na u al language p ocessing 30 152
sen imen analysis 28 147
Lea ning sys ems 21 142
cOgen BUSineSS & ManageMen 15
& Xu, 2012) illus a ed ha blogs ha e become pe sonal dia ies whe e e e yone can eely exp ess
hei emo ions and opinions which he i ual communi ies can ead and sha e hei ideology.
( uelo e e al., 2015) indica ed ha e en s abou o happen in u u e can be ha es ed om blogs
because he in o ma ion de i ed is c edible. (Ulicny e al., 2007) s a ed ha he new a ena o blogs
ep esen s an in elligen ga he ing o in o ma ion. he in o ma ion should be ele an , c edible, spe-
ci ic and imeliness. (Sandeep & Pa il, 2018) iden i ies ha blogge s sha e hei pe sonal expe iences
o opinions on a ce ain opic in a blog.
d. Clus e 4- Mo phology o Blogge s Pos : ( zepka & a aki, 2015) explo ed ha human expe iences
and hough s abou blogge s can be e alua ed using ex mining echniques o en ich knowledge.
( eng & chen, 2006) highligh ed ha blogge s a e doing good day by day and o de ec hei in e -
es s h ee ea u es ha e been men ioned by he au ho ‘ ex ual’ o know he in e es o he blogge s
ela ed o he wo ds hey used. ‘ empo al’ o e alua e he equency o blogge s o unde s and he
s eng h o hei in e es . ‘in e ac i e’ shows he commen s ha blogge s make in he blogosphe e
o iden i y o he s. (B ons ein, 2013) s a ed ha blogge s a e c ea ing good con en h ough i ual
p esence by sel -p esen ing and disclosing hei pe sonal expe iences blogge ’s seman ics can be
iden i ied by hei pos s.
5. Implica ions
Based on he indings o his analysis we o e ou majo academic implica ions. Fi s , ou indings help
schola s unde s and he b ead h and cu en limi s o hei ield’s esea ch. he esul s o his s udy could
hus be used by academics o highligh no el and less explo ed a eas ha will p omo e he adop ion o
ai in in luence ma ke ing. Second, inding he mos p oduc i e au ho s and o ganisa ions in his ield
could help esea che s ind new collabo a o s and academic ins i u ions o his ield. hi dly, i gi es
schola s c ucial in o ma ion abou impac ul esea ch documen s ha may be iewed as he pilla s o
his ield o s udy. Fu u e esea che s will ind his in o ma ion aluable. Finally, ca ying ou empi ical
inqui ies g ounded in ou analysis could ac as a ca alys o d i ing empi ical p og ess in o hcoming
esea ch ends.
Figu e 10. Densi y o keywo ds.
16 . BanSal e al.
he ou come o his pape can be in e es ing o p ac i ione s who wan o inc ease hei expe ise.
o assis he deploymen o a i icial in elligence o in luence ma ke ing, we o e se e al p ac ical impli-
ca ions o digi al ma ke e s based on he indings. Fi s ly, his s udy implies ha expe s who keep a
close wa ch on echnology de elopmen s in co po a ions migh use ou da a o be e unde s and he
wide ange o uses o a i icial in elligence in in luence ma ke ing. Second, hese expe s migh make
use o he indings o well-known s udies ha a e ound in his in es iga ion ha discuss he ad an ages
and disad an ages o using a i icial in elligence in in luence ma ke ing. addi ionally, he esul s also
sugges ha i is necessa y o e alua e by p ac i ione s whe he a i icial in elligence a ec s in luence s’
ma ke ing abili y and can ac as mo e e ec i e communica o s.
6. Conclusion
in he ma ke ing sec o , in luence ma ke ing has seen a signi ican ise in popula i y due o he bene i s
associa ed wi h b ands u ilizing a i icial in elligence. his e iew adop ed he bibliome ic echnique o
mapping he exis ing li e a u e on a i icial in elligence-in eg a ed in luence ma ke ing by using so -
wa e like os iewe and Biblioshiny.
• in his analysis, pe o mance analysis was done o iden i y he mos p oli ic au ho s, a ilia ions and
coun ies and mos ele an sou ces. Publica ions show ha his domain s a ed inc easing in 2021
and has ollowed a s eady ise wi hin he pe iod o 2004-2023, 316 documen s we e published du ing
his enu e and he documen s p og essed om 2 in 2004 o 55 in 2023.
• ci a ion analysis was done o iden i y he mos impac ul esea ch documen s based on global as
well as local ci a ions. lec u e no es in compu e science a e he mos ele an sou ce while AAAI
Sp ing Symposium Technical Repo is he mos impac ul sou ce. an a icle i led ‘The poli ical blogo-
sphe e and he 2004 U.S. elec ion’ is he mos globally ci ed a icle.
• Fu he , unde he science mapping, a collabo a ion ne wo k was p epa ed o gain insigh s in o he
pa e n o collabo a ion among au ho s. esul s e ealed ha ga ica-Pe ez D is he mos p oli ic
au ho as he collabo a ed wi h 6 o he au ho s, ollowed by Kim S-W, Asim Y, Malik AK, Raza B and
Shahid AR has collabo a ed wi h 3 au ho s each.
• F om analysis, i is ound ha Hong Kong is he mos con ibu ing coun y. he lis o op i e lead-
ing coun ies includes Hong Kong, Is ael, Ne he lands, China and he USA. Hanyang Uni e si y in Sou h
Ko ea is he leading a ilia ion.
• addi ionally, co-occu ence analysis o keywo ds and hema ic analysis e ealed majo clus e s and
hemes in he domain. co-occu ence analysis unco e ed p ominen clus e s and hemes wi hin his
domain, including he keywo ds blogge s, da a mining, blogs, social ne wo king (online), ma ke ing, social
media, na u al language p ocessing, blogosphe es, and seman ics, he hemes a e Cus ome Engagemen
h ough In eg a ing AI in o IM, In luence Classi ica ion, Con en Analysis, and Mo phology o Blogge s’ Pos s.
7. Limi a ions and u u e scope o esea ch
his s udy ies o impa a bibliome ic summa y o he in luence ma ke ing li e a u e ha inco po a es
a i icial in elligence. in his s udy, only a single da abase i.e. Scopus da abase was chosen o collec
bibliome ic da a on a icles o his analysis which limi ed he scope o a icles. Se e al o he c edible
sou ces o da a collec ion, such as wOS, Dimensions, and PubMed a e also a ailable. Findings may di e
sligh ly when da a om wo o mo e da abases a e combined. his analysis’s scope is also cons ained
in e ms o language. he conclusion mus he e o e be comp ehended wi h hese cons ain s. Howe e ,
he e a e s ill se e al gaps o ill. Fu u e s udies migh e iew a mo e ex ensi e app oach owa ds he
esea ch domain and sou ce o publica ions, which helps o c ea e an all-inclusi e poin o iew o a i-
icial in elligence and social media in luence s. Finally, while he analysis o e s a ho ough o e iew o
he s udy ield, i excludes he kind o in-dep h in o ma ion ha may be o e ed by analyses ha a e
mo e de ail-o ien ed, like sys ema ic e iews o me a-analyses. Despi e hese pi alls, his s udy o e s
insigh ul in o ma ion o esea che s in he ield who may add ess hese p oblems in hei ollow-up
wo k while conside ing any p oposed agendas.
cOgen BUSineSS & ManageMen 17
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Abou he au ho s
D . Rohi Bansal is a pos doc o al esea che a he Facul y o Business, economics and Social
De elopmen , Uni e si i Malaysia e engganu. He is also wo king a Depa men o Managemen
S udies in aish college o enginee ing, oh ak. He is a pe se e an , passiona e academician cum
seasoned p o essional. He ob ained Ph.D. in Managemen om Maha shi Dayanand Uni e si y,
oh ak. wi h a ich expe ience o 16 yea s, he has achie ed g ow h h ough obus and p oac i e
academic ini ia i es. He has au ho ed & edi ed 40 books wi h enowned na ional & in e na ional
publishe s including Sp inge , igi global USa, Sc i ene -wiley Publishing, De g uy e , cen al wes
Publishing, e c. in addi ion, he has published 150 esea ch pape s and chap e s in na ional and
in e na ional jou nals o epu e as well as edi ed books. He has also p esen ed pape s in 55 con e ences and semi-
na s. His a ea o in e es includes ma ke ing managemen , o ganiza ional beha io s, se ices ma ke ing, cus ome
engagemen , digi al ma ke ing, human esou ce managemen , blockchain echnology, big da a and o ganiza ional
de elopmen . He is on edi o ial ad iso y Boa d as a membe in 110 na ional and in e na ional pee e iewed
jou nals.
Shwe a Saini is a esea ch schola a he ins i u e o Managemen S udies and esea ch, Maha shi
Dayanand Uni e si y. She has published pape s in Scopus Q3 and aBDc-c ca ego y jou nals. She
has published chap e s in edi ed books indexed in Scopus. She has pa icipa ed in many na ional
and in e na ional con e ences including iiMs. She has also been in i ed as a gues speake a a
na ional con e ence. He a eas o in e es a e social media in luence s, Digi al ma ke ing, Social
media e c. She can be con ac ed a shwe a. s.imsa @mdu oh ak.ac.in
D . T. Du ga P asad is wo king as an associa e p o esso in he Depa men o accoun ing and
Finance, college o Business and economics, wallaga Uni e si y, nekem e, e hiopia. He is a
co-in es iga o in a majo esea ch p ojec sanc ioned by wallaga Uni e si y. He has published 18
esea ch pape s in jou nals o epu e, including Scopus and web o Science. He has also p esen ed
pape s a 21 con e ences and semina s. His a ea o in e es includes inancial accoun ing, inancial
managemen , and banking.
Abdul Ha az Ngah is cu en ly a Senio lec u e a he Facul y o Business, economy and Social
De elopmen , Uni e si y o Malaysia e engganu. He ecei ed his PhD in echnology managemen
(halal supply chain) om Uni e si i Malaysia Pahang. His esea ch in e es s a e in echnology man-
agemen , halal logis ics and supply chain, halal ood, pha maceu icals, cosme ics, echnology adop-
ion, consume beha iou and ou ism managemen . abdul Ha az ngah is he co esponding au ho
and can be con ac ed a : [email p o ec ed].my
ORCID
ohi Bansal h p://o cid.o g/0000-0001-7072-5005
Shwe a Saini h p://o cid.o g/0000-0001-8639-9339
Da a a ailabili y s a emen
Da a will be made a ailable upon eques .
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