Hua, Xiangzhou; Nu ul Ain Mohd Hasan; Fe oz De Cos a; Qiao, Weihua
A icle
Oppo uni ies o challenges? The in e play be ween
a i icial in elligence and co po a e social esponsibili y
communica ion
Business Sys ems Resea ch (BSR)
P o ided in Coope a ion wi h:
IRENET - Socie y o Ad ancing Inno a ion and Resea ch in Economy, Zag eb
Sugges ed Ci a ion: Hua, Xiangzhou; Nu ul Ain Mohd Hasan; Fe oz De Cos a; Qiao, Weihua (2024) :
Oppo uni ies o challenges? The in e play be ween a i icial in elligence and co po a e social
esponsibili y communica ion, Business Sys ems Resea ch (BSR), ISSN 1847-9375, Sciendo, Wa saw,
Vol. 15, Iss. 1, pp. 131-157,
h ps://doi.o g/10.2478/bs j-2024-0007
This Ve sion is a ailable a :
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Oppo uni ies o Challenges? The In e play
be ween A i icial In elligence and
Co po a e Social Responsibili y
Communica ion
Xiangzhou Hua, Nu ul Ain Mohd Hasan, Fe oz De Cos a
Facul y O Mode n Languages And Communica ion, Uni e si i Pu a Malaysia,
Se dang, Malaysia
Weihua Qiao
Depa men o Film & Image, College o A , CheongJu Uni e si y, Cheongju, Ko ea
Abs ac
Backg ound: The apid de elopmen o A i icial In elligence (AI) o e s bo h
oppo uni ies and challenges o i s applica ion in Co po a e Social Responsibili y
(CSR) communica ion. While AI can enhance CSR ini ia i es, i s impac on consume
ela ions and b and pe cep ion emains inconsis en . Objec i es: This s udy aims o
explo e he academic landscape o AI's ole in CSR communica ion, ocusing on
publica ion ends, key au ho s, esea ch opics, and u u e di ec ions.
Me hods/App oach: A bibliome ic analysis was conduc ed on 1,094 a icles ela ed
o AI and CSR communica ion, e ie ed om he Web o Science da abase om 2000
o Feb ua y 2024. Using Ci eSpace so wa e, he s udy mapped esea ch ends by
analysing disciplines, coun ies, ins i u ions, au ho s, e e ences, and keywo ds. Resul s:
The Uni ed S a es and China lead in publica ion ou pu , wi h key esea ch hemes
including social media impac , managemen s a egies, and consume us .
Eme ging ends poin o he impo ance o p i acy, se ice quali y, and pe cei ed
alue in AI-d i en CSR ini ia i es. Conclusions: The in eg a ion o AI in CSR
communica ion is an e ol ing ield, wi h signi ican con ibu ions om social media
esea ch and consume beha iou s udies. Fu u e esea ch should add ess e hical
conce ns and long- e m e ec s on consume us and engagemen .
Keywo ds: CSR communica ion; AI; Consume ; Ci eSpace; bibliome ic
JEL classi ica ion: M14, O33
Pape ype: Resea ch a icle
Recei ed: Ap 28, 2024
Accep ed: Jun 3, 2024
Ci a ion: Hua, X., Hasan, N, A. M., De Cos a, F., & Qiao, W. (2024). Oppo uni ies o
Challenges? The In e play be ween he A i icial In elligence and Co po a e Social
Responsibili y Communica ion. Business Sys ems Resea ch, 15(1), 131-157.
DOI: doi.o g/10.2478/bs j-2024-0007
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Business Sys ems Resea ch | Vol. 15 No. 1 |2024
In oduc ion
Co po a e Social Responsibili y (CSR), as a c ucial p ac ice conce ning he social
impac and sus ainable de elopmen o en e p ises, has become one o he ocal
poin s in con empo a y business. Wi h he apid de elopmen and ex ensi e
applica ion o A i icial In elligence (AI) echnology, he applica ion o AI in CSR
communica ion p esen s new oppo uni ies and challenges o businesses. Th ough AI
echnology, en e p ises can e ec i ely con ey hei social esponsibili y in o ma ion,
enhance hei b and image, and be e mee he g owing expec a ions o consume s.
Howe e , despi e some ini ial achie emen s in he applica ion o AI in CSR
communica ion, he e emain many issues and challenges in his esea ch ield ha
equi e u he explo a ion.
Fi s ly, esea ch on AI in CSR communica ion is s ill in i s in ancy, especially
conside ing ha AI is a widely applicable ield, and i s applica ion in CSR
communica ion can be bo h me hodological (Wu e al., 2024; Ruhana e al., 2024)
and in e ms o p oduc s and se ices (KAZEMI e al., 2023; Galiano-Co onil e al., 2024).
As o May 2024, a sea ch on he Scopus pla o m yielded only 88 esea ch a icles ha
simul aneously add ess bo h CSR and AI. Howe e , only one ele an a icle u ilising
bibliome ic analysis has been ound so a (Thomas e al., 2024), which also does no
del e in o he analysis o he impac on and ela ionship wi h consume s. The e o e,
his s udy aims o ill his gap by using bibliome ic me hods. Addi ionally, mos s udies
emain a he heo e ical explo a ion and case analysis le el. Unde s anding he mos
p essing conce ns o esea che s and businesses in his ield is c ucial o be e
p oblem-sol ing and p edic ing u u e esea ch ends. Secondly, he e is
inconsis ency in esea ch indings ega ding consume s' a i udes, pe cep ions, and
beha iou al esponses o AI echnology. Some esea che s belie e ha he
applica ion o AI makes consume s mo e ecep i e o p oduc usage and unde s and
co po a e con en (Yuan, 2018). Howe e , o he s a gue ha consume s subjec i ely
ejec AI se ices, especially when hey pe cei e ha AI p o ides he se ice, as hey
eel a lack o wa m h and since i y, leading o opposi ion o i s use. Mo eo e , a weak
poin in cu en esea ch is he lack o long- e m e ec s s udies, wi h esea ch o en
limi ed o sho - e m ou come e alua ions and lacking acking s udies on consume s'
long- e m cogni i e and beha iou al changes. Finally, a heo e ical amewo k o
unde s anding he impac mechanisms and pa hways o AI in CSR communica ion
has ye o be es ablished, lacking sys ema ic o ganisa ion and explana ion (Cheng e
al., 2022).
To add ess hese issues, his s udy will conduc an in-dep h analysis using
bibliome ics. As a quan i a i e esea ch me hod, bibliome ics possesses
cha ac e is ics o sys ema ici y, objec i i y, and scien i ic igou , enabling esea che s
o e iew exis ing li e a u e comp ehensi ely and disco e pa e ns and ends he ein
(Lim e al., 2022; Zhao e al., 2023). Ci eSpace, de eloped by P o esso Chaomei Chen,
is a Ja a-based co-ci a ion ne wo k isualisa ion applica ion used o de ec and
e eal he esea ch on ie s and u ning poin s in knowledge domains (Chen, 2006),
p ima ily applied in bibliome ic esea ch (Chen e al., 2014). This s udy no only
employs his so wa e o analyse he publica ion, coun y, au ho , and keywo d
dis ibu ion o esea ch ela ed o he impac o AI on CSR communica ion wi h
consume s bu also makes p edic ions on ends and summa ises he cu en ho spo s
and issues aced by he indus y and academia in his ield based on hese analyses.
The e o e, his s udy con ibu es signi ican ly o he heo e ical domain by
add essing exis ing esea ch gaps and po en ially ad ancing u he heo e ical
de elopmen . Mo eo e , i o e s aluable p ac ical insigh s ha can aid in he
o mula ion o a ge ed and e ec i e AI applica ion s a egies and p ac ical
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ecommenda ions o en e p ise manage s. These insigh s ha e he po en ial o os e
co po a e social esponsibili y p ac ices and p omo e sus ainable de elopmen .
The s uc u e o his s udy is as ollows: The i s pa in oduces he cu en esea ch
s a us, pu pose, and signi icance o s udying he impac o AI on CSR communica ion
wi h consume s. The second pa consis s o a li e a u e e iew on he Applica ion o
AI echnology in CSR, as well as a e iew o he li e a u e on Consume a i udes
owa d AI o CSR communica ion. The hi d pa in oduces he esea ch me hods
and p esen s he speci ic esea ch p ocess. The ou h pa in ol es da a analysis,
including esul s on au ho s, publica ions, coun ies, keywo ds, and ends. The i h pa
p oposes conclusions and discussions, co e ing majo indings, con ibu ions,
limi a ions, and u u e esea ch pa hways.
Li e a u e e iew
Applica ion o AI echnology in CSR
A i icial In elligence (AI) echnology has become a co ne s one in he e olu ion o
business p ac ices, wi h i s applica ions pe mea ing a ious domains, including
Co po a e Social Responsibili y (Dog u & Keskin,2020). The p e alence o AI in
businesses and o ganisa ions is highligh ed by i s abili y o mimic human in elligence,
enabling machines and models o p edic ou comes and p o ide insigh s ha in o m
s a egic decision-making2. In he ealm o CSR, he in eg a ion o AI is pa icula ly
signi ican as i aligns business ope a ions wi h En i onmen al, Social, and Go e nance
(ESG) ac o s, add essing he u gen global issues o en i onmen al and social equali y
(Go e e al., 2023; A anaso e al., 2023).
AI ools such as Na u al Language P ocessing (NLP), da a analy ics, and machine
lea ning a e ins umen al in helping businesses unde s and he impac s o hei CSR
e o s. By le e aging hese echnologies, o ganisa ions can de elop and implemen
sus ainable p ac ices ha con ibu e o hei g ow h while also ul illing hei social and
en i onmen al esponsibili ies1. The ans o ma i e powe o AI ex ends beyond CSR,
a ec ing a ious sec o s and indus ies, om inance o ma ke ing, and eshaping he
landscape o business managemen and ope a ions (Lakhan, 2022).
In summa y, he applica ion o AI in he CSR domain is a es amen o he
echnology's po en ial o os e sus ainable g ow h and enhance he e icacy o CSR
ini ia i es. As businesses con inue o in eg a e AI in o hei economic models, hey a e
be e equipped o coo dina e ac ions wi h ESG ac o s, ensu ing a esponsible and
sus ainable app oach o g ow h (Go e e al., 2023; Lakhan, 2022).
Consume a i udes owa d AI o CSR communica ion
Consume a i udes owa ds companies using AI echnology o Co po a e Social
Responsibili y (CSR) communica ion a e mul i ace ed and in luenced by a ious
ac o s such as us , pe cei ed use ulness, and e hical conside a ions. T us plays a
pi o al ole in he accep ance o AI echnologies, as demons a ed by a s udy ha
ound us o signi ican ly a ec he in en ion o use AI oice assis an s, wi h pe cei ed
use ulness and a i ude owa ds he echnology ac ing as media o s (Choung e al.,
2023). This indica es ha o companies o use AI in CSR communica ion e ec i ely,
hey mus ensu e ha hei AI sys ems a e pe cei ed as use ul and us wo hy.
The concep o ini ial us , along wi h pe cei ed isk, has been shown o be c i ical
in he public's accep ance o au oma ed ehicles (Zhang e al., 2019). This sugges s
ha in he con ex o CSR communica ion, ini ial us in he AI sys em could be a key
de e minan o i s accep ance. Companies should aim o build his us by
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demons a ing he use ulness o he AI sys em and minimising pe cei ed isks
associa ed wi h i s use.
E hical implica ions a e also a signi ican conce n o consume s when i comes o
AI in ma ke ing, which would ex end o CSR communica ion (Gonçal es e al., 2023;
Du & Xie, 2021). Pe cei ed isk has a no able impac on a i udes owa ds AI, e hical
conce ns, and pe cei ed us . The e o e, companies mus add ess e hical issues
anspa en ly o os e consume accep ance o AI-d i en CSR ini ia i es.
Fu he mo e, he na u e o consume -AI in e ac ions is in luenced by ac o s such as
us , empa hy, a achmen , and an h opomo phism (Pop e al., 2023; Wu e al., 2024).
Companies should conside hese ac o s when designing AI sys ems o CSR
communica ion o ensu e ha he in e ac ions a e pe cei ed posi i ely by consume s.
Las ly, public opinion owa ds AI a ies by demog aphic and egion, wi h
di e ences in us le els obse ed ac oss gende , socioeconomic s a us, and
geog aphic loca ion (Zhang, 2021). Companies should be mind ul o hese di e ences
when using AI o CSR communica ion o ailo hei app oach o di e en segmen s
o he popula ion.
In conclusion, o companies o success ully use AI echnology o CSR
communica ion, hey mus build us and add ess e hical conce ns while conside ing
he demog aphic and egional di e ences in a i udes owa ds AI. Ensu ing he AI
sys em is pe cei ed as use ul and minimising pe cei ed isks a e also c ucial o
consume accep ance and us in his communica ion app oach.
Me hodology
Resea ch app oach
In his s udy, we will u ilise Ci eSpace 6.2.R3 so wa e o li e a u e analysis. Ci eSpace
is a widely employed ool o academic li e a u e analysis (XIE e al., 2018; Chen, 2000;
An & Xing, 2023). Ci eSpace has been acknowledged o i s mac o analysis
capabili ies, wi h a ocus on li e a u e and pe iodicals, and i s po en ial o u u e
in eg a ion wi h a ious isual analysis ools o achie e mo e accu a e esul s (XIE e
al., 2018). Thus, i u nishes a eliable analy ical ounda ion o in-dep h explo a ion o
he impac o A i icial In elligence (AI) on consume sa is ac ion wi hin Co po a e
Social Responsibili y (CSR) communica ion. Se e al ac o s we e conside ed when
selec ing Ci eSpace so wa e as ou li e a u e analysis ool. Fi s ly, Ci eSpace o e s
obus isualisa ion capabili ies, acili a ing he in ui i e p esen a ion o ci a ion
ela ionships, collabo a i e ne wo ks, and hema ic e olu ion among publica ions. This
isualisa ion capabili y enables us o comp ehend he in e connec ions among
li e a u e mo e in ui i ely and swi ly cap u e esea ch domain ho spo s and ends.
Secondly, Ci eSpace suppo s ne wo k analysis, aiding in he disco e y o associa i e
pa e ns among publica ions, such as ci a ion ela ionships and collabo a i e
ne wo ks. Th ough ne wo k analysis, we can del e deepe in o he connec ions
among li e a u e, iden i ying la en esea ch opics and pi o al nodes o guide ou
esea ch di ec ion and ocus (An & Xing, 2023). Thi dly, Ci eSpace enables ime-se ies
analysis o li e a u e da a, assis ing us in acking he de elopmen al ajec o y and
e olu iona y ends o esea ch domains, which is c ucial o unde s anding he
luc ua ion pa e ns and ends o AI's impac on consume sa is ac ion wi hin CSR
communica ion, he eby acili a ing a mo e accu a e g asp o he imeliness and
o e on o ou esea ch. Las ly, Ci eSpace suppo s he expo o analysis esul s in
a ious o ma s, such as images and ables, acili a ing he in ui i e p esen a ion o
analysis esul s in esea ch epo s o pape s. Addi ionally, he p ocess o using
Ci eSpace is eco dable, ensu ing he ep oducibili y o he esea ch p ocess and
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enhancing he scien i ic igou and c edibili y o ou s udy (Chen, 2006). In summa y,
we ha e chosen Ci eSpace so wa e as ou li e a u e analysis ool because o i s
powe ul isualisa ion and analysis unc ionali ies, which can assis us comp ehensi ely
and ho oughly explo e he impac o AI on consume sa is ac ion wi hin CSR
communica ion, he eby p o iding eliable da a suppo and analy ical ounda ion
o ou esea ch.
Da a sou ce and sc eening
This s udy u ilises he Web o Science Co e Collec ion as he da a collec ion pla o m.
Edi ions selec ed include he Science Ci a ion Index Expanded (SCI-EXPANDED) om
2000 o Feb ua y 2024, he Social Sciences Ci a ion Index (SSCI) om 2006 o he
p esen , and he A s & Humani ies Ci a ion Index (AHCI) om 2008 o he p esen . The
da a collec ion p ocess is depic ed in Figu e 1, wi h p io i y gi en o he i les, abs ac s,
and keywo ds o he li e a u e o ensu e ho oughness and c edibili y. The sea ch
pe iod spans om Janua y 1, 2000, o Feb ua y 20, 2024, using he ollowing sea ch
c i e ia: #1 TS="Co po a e social esponsibili y Communica ion" OR ="CSR
Communica ion" AND #2 TS="AI" OR "A i icial in elligence" AND #3 TS="Consume ",
esul ing in a o al o 1128 a icles. Non-jou nal a icles we e excluded om he analysis.
O he languages a e deemed no applicable o his s udy excep English. A e
sc eening, 1094 a icles mee ing he c i e ia a e compiled.
Figu e 1
Da a Collec ion and Sc eening P ocess
Sou ce: Au ho 's wo k
These publica ions co e 158 disciplina y ields, wi h business, managemen ,
en i onmen al s udies, and elec ical enginee ing accoun ing o 65% o he o al.
Table 1 p esen s a de ailed classi ica ion o li e a u e by esea ch disciplines.
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Table 1
Top 10 esea ch disciplines in his ield
Ranking
Web o Science Ca ego ies
Reco d Coun
% o 1,094
1
Business
382
34.93
2
Managemen
148
13.54
3
En i onmen al S udies
89
8.17
4
Enginee ing Elec ical Elec onic
77
7.00
5
En i onmen al Sciences
71
6.50
6
Compu e Science In o ma ion Sys ems
69
6.30
7
G een Sus ainable Science Technology
66
6.00
8
Communica ion
55
5.00
9
Telecommunica ions
49
4.50
10
Compu e Science A i icial In elligence
43
3.93
Sou ce: Au ho 's wo k
Pa ame e se ing and analysis
This s udy employs Ci eSpace 6.2.R3 so wa e o de ec he equency o occu ence
a e o he keywo ds "AI" and "co po a e social esponsibili y communica ion" in he
domain o "consume s". The pu pose o using his so wa e is o unde s and he
esea ch ho spo s and de elopmen ends in his ield. The ime slice is se om
Janua y 2000 o Feb ua y 2024.
When se ing he pa ame e s, se e al ac o s we e conside ed o enhance he
e ec i eness o he analysis: Fi s ly, he node ypes we e speci ied as au ho s,
ins i u ions, coun ies, keywo ds, and e e ences. This se ing allows o comp ehensi e
conside a ion o a ious en i ies in ol ed in he esea ch domain, including indi idual
con ibu o s, ins i u ional a ilia ions, geog aphical dis ibu ions, as well as speci ic
e minologies and e e ence usage. Secondly, he alue o "TopN" is se o 50. By
selec ing he op 50 nodes based on ce ain c i e ia (e.g., ci a ion coun s), he analysis
ocuses on he mos in luen ial and p ominen elemen s wi hin he ne wo k, acili a ing
a be e unde s anding o key igu es and opics in he ield. Thi dly, in he g-index
calcula ion, he alue o pa ame e K is se o 10. This adjus men aids in cap u ing he
o e all impac and signi icance o publica ions by conside ing bo h he numbe o
ci a ions ecei ed by indi idual a icles and he dis ibu ion o hese ci a ions among
he en i e se o a icles. Las ly, he ne wo k is p uned by selec ing "pa h inde " and
"p uning me ged ne wo ks". This imming p ocess helps e ine he ne wo k s uc u e,
emo ing edundan o less ele an connec ions and ocusing on co e ela ionships
and pa e ns.
These pa ame e se ings in Ci eSpace we e selec ed based on p e ious esea ch
and he ecommenda ions o P o esso Chaomei Chen, he de elope o he so wa e
(Chen, 2016), aiming o ensu e a comp ehensi e and in-dep h analysis o he esea ch
landscape ega ding AI and co po a e social esponsibili y communica ion in he
consume domain. By adop ing hese pa ame e s, we aim o e eal he de elopmen
ends and key esea ch opics in his ield o e he speci ied pe iod, p o iding
meaning ul insigh s.
Bibliome ic analysis
Publica ion end
Acco ding o he da a depic ed in Figu e 2, he e is a s able g ow h end in he
numbe o publica ions conce ning a i icial in elligence (AI) wi hin he domain o
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consume co po a e social esponsibili y communica ion. As e idenced by he i ed
cu e, his ield g adually ga ne ed a en ion om he academic communi y in he
ea ly 21s cen u y. P io o 2012, schola s showed ela i ely low in e es in his a ea, wi h
an a e age o only 2.8 a icles published annually. Howe e , om 2013 o 2018, he e
was a subs an ial inc ease in he numbe o ele an a icles, he a e age numbe o
publica ions pe yea is abou six. In con as , du ing he pe iod om 2019 o 2023, he
quan i y o ela ed publica ions expe ienced a signi ican su ge, eaching i s peak in
2023.
Figu e 2
Yea ly scien i ic ou pu om 2000 o Feb ua y 2024
Sou ce: Au ho 's wo k
The da a collec ed o his analysis concluded on Feb ua y 17, 2024, and hus does
no encompass comple e s a is ical in o ma ion o he yea 2024. Ne e heless, based
on he obse ed end, we can an icipa e a con inued inc ease in he numbe o
publica ions in his ield, aligning wi h he s able g ow h end depic ed by he i ed
cu e o mula. To p edic he numbe o publica ions in 2024 based on he p o ided
da a, we can use a end analysis me hod. One common app oach is linea eg ession,
whe e we i a s aigh line o he da a poin s and use i o es ima e u u e alues
(Bianchi e al., 1999). A e age G ow h Ra e = [(Final Yea Publica ions / Ini ial Yea
Publica ions) ^ (1 / Numbe o Yea s)] - 1 = [(310 / 1)^(1 / 23)] - 1 = 0.2178 o 21.78%.
P edic ed Publica ions in 2024 = 2023 Publica ions * (1 + A e age G ow h Ra e) = 310
* (1 + 0.2178) ≈ 377.8. The e o e, based on he end analysis using linea eg ession and
he a e age annual g ow h a e, he p edic ed numbe o publica ions in 2024 is
app oxima ely 378. These igu es e lec he inc easingly close and signi ican
ela ionship be ween a i icial in elligence and consume co po a e social
esponsibili y communica ion, gene a ing widesp ead a en ion and discussion wi hin
he academic communi y.
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Coun y/ egion analysis
Acco ding o he coun y collabo a ion ne wo k gene a ed by Ci eSpace so wa e,
he Uni ed S a es, China, and he Uni ed Kingdom a e he op h ee coun ies in e ms
o he numbe o published pape s in his ield (Table 2). Among hem, he Uni ed
S a es anks i s wi h 312 pape s, accoun ing o app oxima ely 28.5% o he o al
li e a u e, demons a ing i s s ong capabili ies and in luence in his ield. China closely
ollows, wi h a o al o 228 published pape s, accoun ing o 20.8% o he o al,
indica ing ha Chinese schola s also possess a high le el o esea ch compe ence
and p oduc i i y in his ield. Addi ionally, coun ies such as Aus alia, India, and Sou h
Ko ea ha e g adually inc eased hei esea ch in es men in his ield and ha e
achie ed ce ain esul s.
In e ms o esea ch imeline in each coun y, he Uni ed S a es no only leads in he
numbe o published pape s bu also ini ia es he esea ch as soon as possible
(beginning in 2000). Following his, Chinese schola s conduc ed p elimina y esea ch
and began publishing ela ed pape s. Coun ies such as he Uni ed Kingdom, Spain,
Ge many, and F ance conduc ed ele an esea ch almos be o e 2010, hence
main aining a s able and con inuous inc ease in publica ion olume. In con as ,
Aus alia, India, I aly, and Sou h Ko ea s a ed hei esea ch ela i ely la e , wi h he
i s ba ch o esea ch concen a ed a ound 2015. These da a e lec di e ences in
he unde s anding and in es men le els o each coun y ega ding he impo ance
o his ield.
Table 2
The op 10 coun ies wi h he highes numbe o publica ions
Ranking
Coun y
Coun
Yea
Mos ci ed au ho s
1
USA
312
2000
Bha acha ya, C B
2
CHINA
228
2002
Kim, S
3
ENGLAND
106
2008
Lu, Vinh Nha
4
AUSTRALIA
83
2014
Wi z, J
5
INDIA
66
2013
Pillai, R
6
SOUTH KOREA
66
2015
Sohn, K
7
SPAIN
62
2009
Cu ás-Pé ez, R
8
ITALY
58
2013
Pesapane, F
9
GERMANY
58
2009
Du, S
10
FRANCE
52
2008
Pa guel, B
Sou ce: Au ho 's wo k
Ci eSpace employs se e al cen ali y me ics o assess he impo ance o
documen s o au ho s, wi h one o he mos common being "Be weenness Cen ali y."
The be weenness cen ali y is de ined o each node in a ne wo k. I measu es how
likely an a bi a y sho es pa h in he ne wo k will go h ough he node. The calcula ion
o Be weenness Cen ali y is o di ide he sum o each node by he o al numbe o
possible node pai s (excluding he node i sel ) o ob ain i s Be weenness Cen ali y
alue. I a node has a high media ion cen ali y in he ne wo k, i means ha i plays
a key media ing ole in in o ma ion dissemina ion and coope a ion (Chen, 2000).
In addi ion o nume ical ad an ages, Li huania (0.73), Romania (0.57), Pakis an
(0.45), F ance (0.44), and Ge many (0.38) ha e he highes cen ali y among coun ies
(Table 3), his shows ha he abo e-men ioned coun ies ha e had a ce ain in luence
and made ou s anding con ibu ions in his ield. I is wo h no ing ha conduc ing
scien i ic and echnological coope a ion in di e en egions and backg ounds will
be e p omo e global echnological inno a ion and p og ess.
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consume beha iou . These h ee di ec ions a e cu en ly ho opics in his ield and
a e o signi ican p ac ical impo ance.
Fi s ly, esea ch ela ed o CSR communica ion p ima ily ocuses on clus e s 0, 1, 2,
5, and 6. The o m o CSR communica ion is p o oundly in luenced by indus y and
ins i u ional p essu es and o ganisa ional cha ac e is ics, challenging he uni e sali y
o CSR ini ia i es (O'Conno & G onewold, 2013). Rega ding he applica ion and
pe o mance o AI in CSR communica ion, esea ch is mos ly conduc ed on social
media pla o ms. The dissemina ion and me hods o CSR on social media a e conce ns
o esea che s and businesses.
Abi bol and Lee (2017) explo ed how companies s a egically use dedica ed
pages on Facebook o engage s akeholde s and ound ha alignmen wi h co e
business hemes can e ec i ely a ac s akeholde s. Meanwhile, an analysis o he
communica ion s a egies o Chinese and Japanese companies on Facebook and
Twi e e ealed ha Chinese companies p e e a di e sion s a egy and demons a e
as e and s onge handling capabili ies o online complain s (Yuan, 2018). A su ey
ound ha consume s' o e all esponse o AI in luence s on Ins ag am is less us wo hy
han adi ional in luence s (Sands e al., 2022), leading esea che s o cau ion b ands
agains has ily eplacing human in luence s wi h AI coun e pa s. Tex -based cha bo s
a e conside ed inno a i e bu pe o m poo ly on social media pla o ms; equen
ailu es lead o consume esis ance (Cheng e al., 2022).
Second, esea ch on a i icial in elligence (AI) and i s applica ions and lea ning
p ima ily ocuses on clus e s #3, #4, #8, and #9. In elligen AI de ices ha e become a
common p esence in he comme cial sec o , p o iding a wide ange o se ices om
he medical indus y o he hospi ali y sec o . F om an o ganisa ional pe spec i e, AI
de ices o e se e al ad an ages o e humans, enabling as e and mo e accu a e
execu ion o ce ain asks while also being mo e cos -e ec i e (Pelau e al., 2021).
Consequen ly, he applica ion and s udy o AI ha e become he ocal poin o
esea che s and businesses in ecen yea s. Chhe i (2024) p oposes ha he
in eg a ion o AI and machine lea ning echnologies in he ood indus y, pa icula ly
in ood quali y con ol and sa e y, no only enhances e iciency and minimises isks bu
also ensu es egula o y compliance, he alding a new e a o pe sonalised nu i ion,
au onomous moni o ing, and global collabo a ion, ma king a pa adigm shi in he
ield o ood quali y con ol and sa e y (Chhe i, 2024).
Howe e , he g ea es challenge acing he in es men and p oli e a ion o AI in
en e p ises and ma ke s is how o gain be e accep ance om s akeholde s, wi h
many schola s o e ing cons uc i e sugges ions. Cu en ly, he impac o AI on
s akeholde s, especially consume s, is no e y p onounced, and he e a e e en cases
o consume esis ance o AI. Consume engagemen h ough AI (such as oice
assis an s) does no di ec ly in luence u u e pu chasing in en ions (McLean e al.,
2021). Howe e , i has been ound ha when humanoid AI de ices can demons a e
empa hy and in e ac ion simila o human consume s, hey a e mo e likely o be
accep ed (Pelau e al., 2021). The an h opomo phised a ibu es o pe cei ed wa m h
and pe cei ed capabili y posi i ely a ec consume s' pe cei ed us in cha bo s,
while communica ion delay has a nega i e impac (Cheng e al., 2022).
Fu he mo e, esea che s ha e ound ha consume s' accep ance o highly
inno a i e p oduc s wi h e y low p ac ical alue (such as AI-based sma p oduc s)
is mo e in luenced by echnological in e es han u ili a ian aspec s. The e o e, when
acing highly inno a i e p oduc s, consume s a e no inclined o "pay he bill" solely
o he sake o pu suing "low p ices" (Sohn & Kwon, 2020). Yen and Chiang (2020) ound
ha cha bo s in AI enable businesses o enhance cus ome expe iences and mee
expec a ions h ough eal- ime in e ac ions in e-comme ce en i onmen s. Thus,
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ac o s in luencing consume s' us in cha bo s a e c ucial. C edibili y, capabili y,
an h opomo phism, social p esence, and in o ma i eness a ec consume s' us in
cha bo s, he eby in luencing pu chase in en ions.
Finally, esea ch on consume beha iou has long been a ou ed by esea che s
because consume beha iou de e mines a company's p o i s and epu a ion.
Th ough he o ganisa ion and summa isa ion o a la ge body o ele an s udies, i has
been ound ha consume beha iou is in luenced by CSR communica ion and
echnological applica ions. Consume beha iou is he s udy o how indi iduals,
g oups, and o ganisa ions choose, acqui e, use, and p o ide ideas, goods, and
se ices o mee hei equi emen s and needs. I e e s o he beha iou o cus ome s
in he ma ke and i s unde lying easons. Cus ome Beha iou Modelling (CBM) in he
ield o AI is a equen ly men ioned echnical concep by esea che s. I is
cons uc ing a ma hema ical s uc u e o cap u e ypical beha iou s obse ed in
ce ain cus ome g oups so ha simila beha iou s can be p edic ed unde
compa able condi ions.
Meanwhile, schola s ha e explici ly s a ed a posi i e co ela ion be ween CSR
communica ion and consume beha iou . In he banking sec o , he use o
echnology has a posi i e and di ec impac on se ice quali y, cus ome sa is ac ion,
and consume pu chasing beha iou (Omoge e al., 2022). Co po a e social
esponsibili y communica ion con ibu es o inc easing consume s' likelihood o
pu chase and admi a ion o banks (Gup a e al., 2021). Including Gene a ion Y,
co po a e social esponsibili y suppo plays a cen al ole in egula ing pu chase
in en ions (Luge e al., 2022).
In addi ion o esea ch on adi ional CSR communica ion and consume beha iou ,
schola s ha e s udied he impac o new echnologies appea ing in social media on
consume beha iou . Laszkiewicz and & Kalinska‐Kula (2023) conduc ed esea ch on
he in luence o compu e -gene a ed a a a s and i ual in luence s (VIs), including
hose using a i icial in elligence (AI) and machine lea ning, on consume a i udes
and beha iou in social media, e ealing he mechanisms o VI a ac i eness and
hei ole in shaping consume a i udes and beha iou .
Resea ch end analysis
Time zone analysis
As a isual ep esen a ion o da a, a ime zone map no only clea ly depic s he
dis ibu ion and changes o keywo ds in di e en pe iods wi hin speci ic opics o ields
bu also aids in be e unde s anding he e ol ing ho opics in he ield o CSR
communica ion. Th ough in-dep h analysis o ime zone maps, ich in o ma ion can be
ex ac ed, such as he equency o use o speci ic keywo ds o ph ases du ing ce ain
pe iods, he ela ionships be ween ela ed opics, and end changes. Rega ding he
impac o AI on consume sa is ac ion in CSR communica ion, he ime zone iew can
clea ly display he usage o popula ph ases and keywo ds om 2000 o 2024,
spanning app oxima ely 24 yea s (Figu e 7). These da a e lec he challenges,
oppo uni ies, and e ol ing ends ela ed o he applica ion o AI echnology in CSR
communica ion. By del ing in o and analysing hese da a, we can mo e accu a ely
g asp he challenges aced by AI echnology in di e en s ages o CSR
communica ion and p o ide a e e ence o u u e de elopmen o a ional and
e ec i e communica ion s a egies. The e o e, he ime zone map has become an
impo an ool o unde s anding he dynamics o he esea ch ield.
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Figu e 7
Time zone knowledge map
Sou ce: Au ho 's wo k
Al hough da a collec ion esul s show ha esea ch on he applica ion o AI in CSR
communica ion and i s impac on consume s eme ged as ea ly as 2000, analysis
e eals ha i was no p ima ily wi hin he disciplines o ma ke ing, economics, and
managemen bu a he concen a ed in medical and biological- ela ed disciplines.
Fu he mo e, esea ch in his ield has no been ex ensi e, wi h schola s only beginning
o s udy and o ganise i in 2017 sys ema ically. O e hese 7 yea s, he esea ch can
be ca ego ised in o h ee dis inc phases: 2017-2019, 2020-2022, and 2023. Howe e ,
hese phases canno be accu a ely classi ied acco ding o he con en ional s ages
o "ini ia ion," "de elopmen ," and "ma u i y" because AI in CSR communica ion and
consume domains is a ela i ely no el concep . Ins ead, o e hese 7 yea s, he ield
mo e closely esembles an ini ia ion phase. As esea che s del e deepe , as businesses
apply AI in p ac ice and as consume s and ma ke s eac , a ious challenges and
issues a ise alongside he con enience o AI in CSR communica ion wi h consume s.
The e o e, he au ho p ima ily di ides hese h ee pe iods based on he di e ing ocal
poin s o esea ch ques ions du ing each pe iod.
Be ween 2017 and 2019, esea ch in his ield p ima ily ocused on he impac o
co po a e social esponsibili y communica ion on consume s, who o en u ilised social
media pla o ms o applica ion. Howe e , esea che s began o shi away om
adi ional ques ionnai e analysis me hods owa ds using media da a o mo e speci ic
analy ical app oaches, laying a solid ounda ion o subsequen AI lea ning and
imp o emen . E e e al. (2018) sugges ed using social media da a and sen imen
analysis o s udy ci izens' emo ionally based esponses o o ganisa ional beha iou .
Some schola s p o ided p ac ical ecommenda ions o companies engaging in CSR
communica ion h ough social media. They sugges ed ha companies could use
hash ags o make hema ic in o ma ion clea and le e age discussions wi hin exis ing
social mo emen s o esona e wi h consume s, he eby con eying he heme o
co po a e social esponsibili y (Sax on e al., 2019). Addi ionally, equen wee ing
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abou co po a e social esponsibili y on social media pla o ms was ound o ga ne
highe use app o al (A aujo & Kolla , 2018).
F om 2020 o 2022, esea ch in his ield p ima ily ocused on wo aspec s: explo ing
AI echnology and discussing consume us in AI. Rega ding he explo a ion o AI
echnology, his included machine lea ning, oice assis an s, ex ecogni ion, and
mo e. Huang and Rus (2020) ound a h ee-s age amewo k o s a egic ma ke ing
planning, in eg a ing a ious AI ad an ages: mechanical AI o au oma ing epe i i e
ma ke ing unc ions and ac i i ies, hinking AI o p ocessing da a o make decisions,
and emo ional AI o analysing in e ac ions and human pe cep ions. Buhalis and
Molda ska (2022) ound h ough esea ch on in e ac ions suppo ed by Voice
Assis an s (VAs) be ween ho els and gues s in he ho el indus y ha al hough VA
echnology is s ill in i s in ancy, i ual assis an s a e inc easingly becoming digi al
assis an s, helping ho els imp o e cus ome se ice, expand ope a ional capabili ies,
and educe cos s.
As o he issue o consume us in he applica ion o AI echnology in CSR
communica ion, i appea s o be one o he conce ns and ocuses o esea che s
and businesses. A i icial In elligence (AI) oice assis an s (VAs) con inue o be popula
among consume s, and while echnological means do in luence consume s' b and
engagemen , conce ns abou us issues ha may a ise a e AI usage can nega i ely
impac b and engagemen beha iou (McLean e al., 2021). Uysal's in e iews and
on-si e esea ch wi h A i icial In elligence Assis an s (AIAs) use s indica ed ha he
an h opomo phism o AIAs may h ea en use s' iden i y, he eby dep i ing hem o
hei powe , igge ing da a p i acy issues, and ul ima ely ha ming hei well-being.
These ha m ul e ec s a e pa icula ly e iden in in ima e, long- e m ela ionships (Uysal
e al., 2022).
In he pas yea o 2023, esea che s ha e ocused mo e on add essing us issues
and imp o ing how AI se es CSR communica ion wi h consume s. Pa icula ly,
add essing e hical issues mainly cen ed a ound us p oblems has d awn a en ion
om p ac i ione s and schola s. Liu e al. (2021) highligh ed he need o sc u iny o
e hical issues associa ed wi h he use o a i icial in elligence. This sc u iny can help
o ganisa ions gain us , minimise p i acy in ingemen s, and ul ima ely p omo e
esponsible success in ope a ing AI on social media pla o ms. Meanwhile, an
inc easing numbe o schola s a e u ilising echnology accep ance models (TAM) o
explain he ela ionship be ween consume pe cep ion and AI usage. Iancu and
Iancu (2023) ound in hei s udy in ol ing elde ly consume s in he heal hca e indus y
using AI- ela ed sys ems ha pe cei ed ease o use was explained by e o , abili y,
and pe cei ed ex e nal con ol when in e ac ing wi h cha bo s, while pe cei ed
use ulness was suppo ed by pe cei ed ease o use and subjec i e no ms.
Addi ionally, i indi iduals pe cei e he in e ac ion as use ul and ecei e app o al
om o he s, hey may u he u ilise cha bo s (beha iou al in en ion). This insigh
sugges s ha in he design o u u e AI p oduc s and sys ems, ease o use should be
he p ima y conside a ion, ollowing esponsible AI p inciples, and e ec i e p omo ion
o AI p oduc s and sys ems should also be conduc ed o in luence consume
pe cep ions posi i ely. P e ious esea ch indica es ha consume s pe cei e non-
human (compa ed o human) agen s di e en ly in many aspec s (e.g., lacking
emo ional capabili y), leading o a ious beha iou al changes when in e ac ing wi h
hem. Kim e al. (2022) ound ha use s end o engage in une hical consume
beha iou mo e when in e ac ing wi h non-human (as opposed o human) agen s
(e.g., a i icial in elligence and obo s) because he an icipa ed guil is educed.
Fu he mo e, he p oposed he mode a ing e ec o an h opomo phism, sugges ing
ha impa ing non-human agen s wi h human-like cha ac e is ics can educe
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une hical beha iou . The e o e, an h opomo phism in AI egula ion can no only
inc ease use us and expe ience bu also e ec i ely educe use une hical
beha iou .
Keywo ds' bu s analysis
Keywo d bu s analysis is an impo an me hod based on big da a, which helps he
scien i ic communi y o unde s and ho issues in a imely manne by analysing he
equency changes o speci ic keywo ds in a pa icula ield. This me hod no only
e eals aluable in o ma ion abou esea ch on ie s and end p edic ions bu also
p o ides aluable da a e e ences o decision-make s. The in ensi y and du a ion o
keywo d bu s s o e he pas 24 yea s, as shown in Figu e 8, e lec he achie emen s
o his me hod in p ac ical applica ions. Th ough in-dep h analysis o hese da a, we
can be e unde s and issues ha suddenly a ac a en ion in ce ain ields and
p o ide guiding signi icance o u u e ela ed esea ch. Fu he mo e, wi h he
con inuous ad ancemen o echnologies such as a i icial in elligence and machine
lea ning, keywo d bu s analysis will also ushe in new de elopmen oppo uni ies.
Figu e 8
Keywo ds' bu s analysis
Sou ce: Au ho 's wo k
In Ci eSpace ope a ions, he pe iod should be se o a leas one yea , and
pa ame e s such as gamma 1.0, (x) = alpha * e - alpha x (whe e alpha 1 / alpha 0 =
2.0, alpha I/alpha I - 1 = 2.0) should be used o analysis. The ed pa indica es he
pe iod du ing he ou b eak o he epidemic, du ing which he keywo d
"managemen " became a opic o con inuous discussion and a en ion.
In addi ion, o e he pas 24 yea s, "business" and "social esponsibili y" ha e also
been wo keywo ds wi h long du a ions and high le els o a en ion. These da a no
only e lec he endu ing high in ol emen o people in issues such as business
economy and social esponsibili y bu also help us be e unde s and he changes and
e olu ion o di e en hema ic opics wi hin a ious ields o e ime.
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Analysis o ci ed e e ence bu s
Acco ding o he da a om Figu e 9, ci a ions ela ed o a i icial in elligence in he
ield o consume social esponsibili y communica ion show a s eady inc ease yea by
yea , which indica es ha esea ch on a i icial in elligence in consume social
esponsibili y has ga ne ed widesp ead a en ion om bo h academia and indus y.
The p ima y pe iod is se o a leas 2 yea s in he Ci espace. This decision was made
because jou nals published wi hin a one-yea pe iod a e nume ous and widely
dis ibu ed, allowing o a be e e lec ion o he de elopmen o a i icial in elligence
and consume social esponsibili y communica ion. F om he g aph, i can be
obse ed ha a icles such as Cho e al. (2017), C ane e al. (2016), and E e e al.
(2018) ha e expe ienced signi ican ci a ion bu s s, indica ing ha many schola s
ci ed hese jou nals du ing ha pe iod, and hese a icles hold signi ican impo ance
in he ield. This u he con i ms ha he in e sec ion o a i icial in elligence and
consume social esponsibili y communica ion is becoming a ocal poin o a en ion
o bo h academia and indus y.
Figu e 9
Ci ed e e ences bu s
Sou ce: Au ho 's wo k
The e is an inc easing acknowledgemen ha he design, implemen a ion, and
e ec i eness o CSR ini ia i es a e no me ely in e nal managemen conce ns; a he ,
hey necessi a e obus communica ion and collabo a ion wi h s akeholde s. These
s akeholde s include employees, cus ome s, supplie s, in es o s, go e nmen
agencies, and local communi ies, among o he s. They ha e di ec o indi ec impac s
on he ac ions and decisions o he co po a ion. The e o e, es ablishing good
communica ion channels wi h hem and ac i ely lis ening o hei opinions and
eedback a e c ucial o he success o CSR ini ia i es. Only h ough e ec i e
communica ion wi h s akeholde s can hei needs and expec a ions be be e
unde s ood and conside ed in CSR planning, ensu ing ha he design,
implemen a ion, and success o CSR ini ia i es align wi h he p inciples o social
esponsibili y and ha e a posi i e impac (C ane & Gloze , 2016). The communica ion
be ween businesses and use s ega ding CSR has been a opic o discussion o nea ly
wo decades. Howe e , e en among he 'Wo ld's Mos Admi ed Companies' lis ed by
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Fo une magazine, he equency o non-CSR messages con eyed in social media
pos s by companies exceeds ha o CSR messages. When con eying CSR ac i i ies,
companies end o use in o ma i e s a egies a he han in e ac i e s a egies, and
hey include ac i i ies a ge ing in e nal audiences mo e equen ly han hose
a ge ing ex e nal audiences (Cho e al., 2017). E ec i e CSR communica ion is no
some hing ha can be achie ed o e nigh ; i equi es ime and s a egy, which is
challenging o business manage s.
Fo he applica ion o new echnologies such as AI, as ea ly as 2016, Doo n
emphasised in hei esea ch he abili y o echnology o a ac cus ome s a he
socie al le el, in oducing a new concep called Au oma ed Social P esence (ASP),
which e e s o he ex en o which echnology makes cus ome s eel he p esence o
ano he socie al en i y. Based on his concep , Doo n also sugges ed ha in esponse
o he impac o new echnologies on consume s, companies should ocus on he
applica ion o echnology in ela ion o cus ome ela ionships, he endency o
echnological an h opomo phism, and echnological eadiness ( an Doo n e al.,
2017), which aligns wi h he p e ious discussion on he imeline o keywo ds and
e lec s he ocus and ends o esea ch in ecen yea s and he u u e.
Conclusions
Con ibu ions
The pu pose o his s udy is o p o ide an o e iew o he applica ion o AI in he ield
o CSR communica ion and i s ela ionship wi h consume s. Th ough bibliome ic
analysis o li e a u e, we can iden i y pa e ns, and cha ac e is ics wi hin ele an
hema ic esea ch, highligh ing cu en a eas and po en ial u u e di ec ions.
Ci eSpace (V6.2.R3) is a widely used ool o his pu pose; he e o e, we selec ed i o
ou analysis. We sea ched he WOSCC da abase using keywo ds "AI," "Co po a e
social esponsibili y communica ion," and "Consume ," applying speci ic c i e ia ha
esul ed in 1094 a icles published o e a span o 24 yea s ( om 2000 o Feb ua y 2024).
A e ca ego ising he 158 disciplines, we iden i ied he op i e key disciplines as
business, managemen , en i onmen al s udies, enginee ing, elec ical enginee ing,
and en i onmen al sciences.
Fi s ly, in e ms o publica ion olume, be o e 2012, schola s showed limi ed in e es
in his ield, wi h e y ew ocusing on he applica ion o AI in CSR communica ion and
i s impac on consume s. Wi h he in oduc ion o he AI concep , om 2013 o 2018,
he e was a no iceable inc ease in he numbe o a icles published. In con as , om
2019 o 2023, he esea ch ela ed o his opic saw a sha p inc ease, wi h no only
heo e ical s udies bu also mo e schola s analysing p oblems encoun e ed by
businesses in he ma ke and p o iding ele an ecommenda ions h ough
expe imen al me hods, which indica es ha esea ch in his ield has ecei ed
inc easingly widesp ead a en ion in he academic communi y. A he same ime, we
expec he numbe o publica ions in 2024 o be app oxima ely 378.
Secondly, he au ho s conduc ed an in-dep h analysis and iden i ica ion o key
con ibu o s and collabo a o s in he ield. Cheng Yang as one o he mos in luen ial
au ho s in he ield, wi h he publica ion o 8 a icles. Following closely a e Lu Yaobin,
Dong Tianqing, and Cui Yuanyuan (Gina), each wi h 6 a icles published in he ield.
Mo eo e , besides indi idual con ibu ions, p ominen ins i u ions such as he Uni e si y
o London, Copenhagen Business School, and Auckland Uni e si y o Technology
ha e also made signi ican li e a u e con ibu ions in his domain.
In coun y/ egion analysis, he Uni ed S a es leads in esea ch publica ions, ollowed
by China and he Uni ed Kingdom, espec i ely, e lec s he s ong esea ch
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capabili ies o hese coun ies in he ield and hei high le el o a en ion and
in es men in ela ed issues. I is wo h no ing ha he e a e many o he coun ies o
egions globally ha ac i ely pa icipa e and make signi ican con ibu ions, which
may become e en mo e ac i e and p ominen playe s in he u u e.
Thi dly, he analysis o keywo d dis ibu ion in he ield o AI applica ion in CSR
communica ion and ela ionship wi h consume s e eals ha "social media," "impac ,"
and "managemen " a e he op h ee con ibu ing keywo ds. In o de o make he
analysis clea e , he so wa e gene a ed 12 clus e s wi h di e en names. Fo example:
#0 social media, #1 co po a e social esponsibili y, #2 co po a e communica ion, #3
a i icial in elligence, #4 deep lea ning, #5 CSR communica ion, #6 annual epo s, #7
cus ome sa is ac ion, #8 se ice expe ience, #9 in e ne o hings, #11 consume
beha iou . A e clus e ing hese 12 g oups, he au ho s classi ied hem in o h ee
esea ch di ec ions based on hei con en , namely esea ch ela ed o co po a e CSR
communica ion, esea ch on AI and i s applica ions and lea ning, and esea ch on
consume beha iou .
Fou hly, when classi ied acco ding o he imeline o keywo ds, i was ound ha
he esea ch in his ield is ela i ely ecen , wi h schola s only beginning o esea ch
and o ganise i om 2017 sys ema ically. O e hese 7 yea s, he esea ch can be
di ided in o h ee s ages: 2017-2019, 2020-2022, and 2023. O e all, du ing hese 7 yea s,
his ield emains in he de elopmen al s age. Pa icula ly, wi h he inc easing
adop ion and popula isa ion o new echnologies such as AI, mo e and mo e
esea che s a e ocusing on add essing us issues and imp o ing AI's se ice o CSR
communica ion o consume s. E hical issues, pa icula ly hose ela ed o us , ha e
ga ne ed a en ion om p ac i ione s and schola s alike.
Finally, in bu s wo d analysis, "managemen " has been he longes bu s wo d in he
pas 24 yea s. O he keywo ds wi h las ing impac include "business" and "social
esponsibili y". As CSR communica ion and consume ela ions a e inhe en ly pa o
he disciplines o managemen and business, many schola s use disciplina y
classi ica ion as a key c i e ion. 'P i acy', 'Se ice', 'Pe cei ed alue', and 'Online' a e
newly eme gen keywo ds his yea , indica ing po en ial di ec ions o u u e esea ch.
I also p o es ha issues o us and e hics ha e always been issues ha u gen ly need
o be add essed and paid a en ion o in his ield(Gonçal es e al., 2023; Du & Xie,
2021). A he same ime, we ound h ough esea ch ha some schola s ha e gi en
ele an and e ec i e sugges ions (Buhalis & Molda ska, 2022; E e e al., 2016).
Resea che s and businesses inc easingly ocus on he impac o businesses on
consume s when u ilising a i icial in elligence o CSR communica ion. Pa icula ly,
he e is a g owing emphasis on using new echnologies such as a i icial in elligence
o imp o e se ice, enhance consume pe cei ed alue, be e p o ec consume
p i acy, and consequen ly alle ia e consume conce ns abou a i icial in elligence.
Th ough isual analysis o knowledge g aphs, we can gain insigh s in o he
applica ion o a i icial in elligence in co po a e social esponsibili y communica ion
and consume ela ions, which helps o unde s and he knowledge s uc u e o his
ield comp ehensi ely and p o ides aluable e e ences o ela ed esea ch. Fi s ly,
we can summa ise he ends and dis ibu ion o con ibu ions in he a icles o
demons a e ha he applica ion o a i icial in elligence in co po a e social
esponsibili y communica ion is a con inuous and highly alued esea ch di ec ion. This
is signi ican as i impac s consume s. Secondly, we can delinea e he o emos
con ibu o s—namely, he au ho s, ins i u ions, and na ions— ha signi ican ly impac his
domain. Fu he mo e, we shall del e in o an in ica e analysis o keywo d clus e s and
explo e he mos equen ly ci ed a icles. This in o ma ion will help us be e
unde s and he cu en esea ch s a us. Thi dly, du ing he isual analysis o knowledge
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g aphs, we can unco e he opics and hemes o g ea in e es , guiding u u e
ela ed esea ch. Fou hly, a e del ing in o he e olu ion o esea ch on he impac
o a i icial in elligence on co po a e social esponsibili y communica ion o consume s,
i is necessa y o classi y and elabo a e on i acco ding o con en . Addi ionally,
analysing and summa ising u u e esea ch di ec ions based on highly ci ed a icles
will assis u u e schola s in inding ele an s a is ical da a and analy ical ma e ials,
hus p omo ing u he de elopmen in his ield.
In p ac ical e ms, i s ly, schola s p o ide mo e e lec ions on co po a e social
esponsibili y communica ion s a egies, encou aging companies o le e age social
media o inc ease he equency and con en o CSR communica ion. Simul aneously,
ega ding he de elopmen and applica ion o echnologies like AI, emphasis should
be placed on AI's simula ion o human emo ions. Mo eo e , when companies u ilise
AI- ela ed p oduc s and se ices a ge ing consume s, ensu ing consume
con enience should be a p io i y. Addi ionally, adequa e p e-p omo ion e o s a e
essen ial, po en ially os e ing g ea e consume accep ance o AI- ela ed se ices
and p oduc s. Rega ding e hical conce ns and p i acy issues, companies should
adhe e o esponsible AI p inciples o be e se e consume s and he ma ke .
Limi a ions and u u e s udies
Resea ch on he impac o a i icial in elligence on CSR communica ion wi h
consume s s ill has ce ain limi a ions. Apa om he limi a ions o bibliome ic analysis,
he e a e o he aspec s o conside . Fi s ly, due o he con inuous de elopmen and
changes in a i icial in elligence echnology i sel , esea ch esul s may a y a di e en
ime poin s. Secondly, du ing he da a collec ion p ocess, ac o s such as sample
selec ion bias and da a quali y may a ec he accu acy and eliabili y o esea ch
conclusions. Addi ionally, ele an li e a u e may be omi ed when sea ching o
keywo ds. Fo example, no all ields o specialised e ms ela ed o co po a e social
esponsibili y communica ion and a i icial in elligence a e co e ed. The e o e, in
u u e esea ch, i may be bene icial o use b oade sea ch s a egies o ob ain mo e
ele an li e a u e and conside in oducing o he da abases o compa a i e analysis
o imp o e da a co e age. The applica ion o AI in CSR communica ion in ol es
mul iple ields, such as e hics, law, and business, hus necessi a ing in e disciplina y
esea ch and collabo a ion. Fo ins ance, in he e hical domain, a i icial in elligence
may impac consume p i acy, while in he legal ealm, i equi es cla i y on ele an
esponsibili ies and egula ions. Mo eo e , businesses need o enhance hei
communica ion skills and me hods o con ey hei social esponsibili y be e and
enhance consume awa eness o hei ac ions. Addi ionally, a he consume le el,
he e a e di e gen a i udes owa d he use o a i icial in elligence in CSR
communica ion. Some consume s a e conce ned ha a i icial in elligence may lead
o job losses o eplace adi ional se ice me hods, while o he s alue he
con enience and e iciency i b ings. The e o e, when engaging in CSR
communica ion, i is c ucial o conside he needs and conce ns o di e en g oups
and seek mo e e ec i e communica ion me hods. Add essing hese issues,
academia and businesses can s eng hen collabo a i e esea ch e o s o explo e
how new echnologies, such as a i icial in elligence, can imp o e CSR
communica ion and alle ia e consume conce ns abou e hical implica ions.
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