Analysis of the Global Trend of Research in the field of Conversational Marketing: A Mixed-methods Approach

Document Type : Original Article

Authors

1 Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran ,

2 Department of Business Management, Faculty of Social Sciences, , University of Mohaghegh Ardabili, Ardabil, Iran.

3 Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

4 Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

Abstract

Conversational marketing is one of the topics that have a great impact on the performance of organizations and the expansion of activities in the international space due to technological advances and the growing growth of artificial intelligence; the current research aimed to identify the most producing countries, authors, journals, co-authorship, frequently used keywords and the time trend of their publication in the field of conversational marketing using bibliometric analysis.Also, identifying the main concepts of the subject area is based on the systematic review method.This research used a mixed method (quantitative-qualitative).Quantitatively, a bibliometric analysis has been done with the most productive data related to conversational marketing. These data were collected from the Scopus database from 2000-2024 and analyzed with the help of VOSviewer software.The results of this research show the upward trend of publication of texts especially in the last decade.The most publications in this field in English, the most documents related to articles, the most cited document, researchers with the most activity, countries with the most scientific productions, co-authorship, and finally the global trend of frequent keywords based on the period from 2014 to 2024 were presented.The most recent keywords include artificial intelligence,training, conversational artificial intelligence,customer service, machine learning,anthropomorphism,chatbot(s),chat GPT, covid19,user experience, trust, and sentiment analysis.In the qualitative part, based on a systematic review, original and innovative concepts such as perceptions of social presence, intelligent interactions, creative empowerment, and social responsibility in technology were identified.The results help researchers identify emerging trends, conduct research in this field, and choose new topics.

Keywords

Main Subjects

References

بیگی فیروزی، الله‌یار؛ باشکوه اجیرلو، محمد‌؛ سیف‌اللهی، ناصر؛ زارعی، قاسم. (1402). مرورسیستماتک کتاب‌سنجی و تحلیل محتوای مطالعات سیستم توزیع محصولات کشاورزی، پژوهش‌های مدیریت در ایران، 27 (3)، 162- 195.    
زندی‌نسب، مصطفی؛ کیماسی، مسعود. (1401). تحلیل کتاب‌سنجی و مرور ادبیات بازاریابی خیرخواهانه، پژوهش‌های مدیریت ایران، 3، 145- 171.
طالاری، محمد؛ خوشرو، مینا. (1401). تجزیه‌وتحلیل روند جهانی پژوهش‌های نسل چهارم بازاریابی: یک رویکرد آمیخته، تحقیقات بازاریابی نوین، 12 (2)، 161- 188.
کاظمی سراسکانرود، زهرا؛ کنجکاو منفرد، امیررضا؛ بختی، آرین. (1402). دیجیتالی شدن و بلوغ صادراتی شرکت‌های کوچک و متوسط: تحلیل کتاب‌سنجی و مصورسازی، مدیریت کسب‌وکار بین‌المللی، 6 (4)، 41- 62. 
ملاباقر، علی؛ زارع، حمید؛ کریمی، آصف. (1403). شناسایی مولفه‌های قابلیت‌های پویا در شرکت‌های دانش‌بنیان: مرور از طریق کتاب‌سنجی، مدیریت کسب‌وکار بین‌المللی، 7 (2)، 127- 147.          
 
Andersen, N. (2021). Mapping the expatriate literature: A bibliometric review of the field from 1998 to 2017 and identification of current research fronts. The International Journal of Human Resource Management, 32(22), 4687- 4724.‏
Araujo, T. (2018). Living up to the chatbot hype: The influence of anthropomorphic design cues and communicative agency framing on conversational agent and company perceptions. Computers in human behavior, 85, 183-189.
Baabdullah, A. M. (2024). Generative conversational AI agent for managerial practices: The role of IQ dimensions, novelty seeking and ethical concerns. Technological Forecasting and Social Change, 198, 122951.‏
Baber, H., Nair, K., Gupta, R., & Gurjar, K. (2024). The beginning of ChatGPT–a systematic and bibliometric review of the literature. Information and Learning Sciences, 125(7/8), 587-614.‏
Bhagyalakshmi, R., & Begam, M. G. S. (2023)." Exploring The Effects of Conversational Marketing and Artificial Intelligence on Customer Engagement-A Comprehensive Literature. Tuijin Jishu/Journal of Propulsion Technology, 44(4), 4509-4517.‏
Cao, Y., Wang, X., Yang, Z., Wang, J., Wang, H., & Liu, Z. (2023). Research in marine accidents: A bibliometric analysis, systematic review and future directions. Ocean Engineering, 284, 115048.‏
Dinan E.; Roller S.; Shuster K.; Fan A.; Auli M.; Weston J., )2019(, Knowledge-Powered Conversational Agents, 7th International Conference on Learning Representations, ICLR
Donthu, N., Kumar, S., & Pattnaik, D. (2020). Forty-five years of Journal of Business Research: A bibliometric analysis. Journal of business research, 109, 1-14.‏
‏Dwivedi, Y. K., Kshetri, N., Hughes, L., Slade, E. L., Jeyaraj, A., Kar, A. K., ... & Wright, R. (2023). Opinion Paper: “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy. International Journal of Information Management, 71, 102642.‏
Elkhatibi, Y., & Benabdelouahed, R. (2024). The Transition to the Conversational Era: An Essential Evolution for Service Companies. In Integrating AI-Driven Technologies Into Service Marketing (pp. 621-646). IGI Global.‏
Feine, J., Gnewuch, U., Morana, S., & Maedche, A. (2019). A taxonomy of social cues for conversational agents. International Journal of human-computer studies, 132, 138-161.‏
Ganesan, S., & Gopalsamy, S. (2022). Marketing 5.0: Digital marketing trends analysis. Digital business and E-commerce management, 141, 1-11.
Graesser, A. C., Chipman, P., Haynes, B. C., & Olney, A. (2005). AutoTutor: An intelligent tutoring system with mixed-initiative dialogue. IEEE Transactions on Education, 48(4), 612-618.‏
Israfilzade, K. (2023). Beyond Automation: The Impact of Anthropomorphic Generative Ai on Conversational Marketing. 8th International European Conference On Interdisciplinary Scientific Research, 5(2), 757– 766.
Israfilzade, K., & Sadili, N. (2024). Beyond interaction: Generative AI in conversational marketing-foundations, developments, and future directions. JOURNAL OF LIFE ECONOMICS, 11(1), 13-29.‏
Iyer, B. K. (2014). Conversational Marketing: A Word of Mouse (Consumer‟ s Perspective). ABHINAVAN, 11.
Khonkanen, E. (2023). The Role of Chatbot Marketing Efforts in Enhancing Customer-Brand Relationships for the Finnish Fashion Brands.‏
Kumar, P., Sharma, A., & Salo, J. (2019). A bibliometric analysis of extended key account management literature. Industrial Marketing Management, 82, 276–292.
Kumar, S., Lim, W. M., Pandey, N., & Christopher Westland, J. (2021). 20 years of electronic commerce research. Electronic Commerce Research, 21, 1-40.‏
Lim, W. M., Kumar, S., Verma, S., & Chaturvedi, R. (2022). Alexa, what do we know about conversational commerce? Insights from a systematic literature review. Psychology & Marketing, 39(6), 1129-1155.
Linnenluecke, M. K., Chen, X., Ling, X., Smith, T., & Zhu, Y. (2017). Research in finance: a review of influential publications and a research agenda. Pacific-Basin Finance Journal, 43, 188-199.
Mariani, M. M., Hashemi, N., & Wirtz, J. (2023). Artificial intelligence empowered conversational agents: A systematic literature review and research agenda. Journal of Business Research, 161, 113838.
Mariani, M., & Borghi, M. (2019). Industry 4.0: A bibliometric review of its managerial intellectual structure and potential evolution in the service industries. Technological Forecasting and Social Change, 149, 119752.
Mariciuc, D. F. (2023). A Bibliometric Analysis of Publications on Customer Service Chatbots. Management Dynamics in the Knowledge Economy, 11(1), 48-62.
Mirosavljević, M., & Milovanović, M. (2022). Conversational Marketing-New Roles of Consumers.‏ x international conference of social and technological development x međunarodna konferencija o društvenom i tehnološkom razvoju, Republic of Srpska, B&H, 301-306.
Mortazavi, S., Eslami, M. H., Hajikhani, A., & V¨a¨at¨anen, J. (2021). Mapping inclusive innovation: A bibliometric study and literature review. Journal of Business Research, 122, 736–750.
Munaf, M. B. (2022). Review Common Marketing Types and Describe Network Marketing in Kurdistan Region, International Journal of Social Science and Human Research, 5(9), 4382-4392.
Parthiban, E. S., & Adil, M. (2023). Trends in the AI-based Banking Conversational Agents Literature: A Bibliometric Review. Asia Pacific Journal of Information Systems, 33(3), 702-736.‏
Pragnashree, M., & Reddy, T. R. (2024). Using Conversational Marketing to drive customer engagement: The era of AI and chatbots. Parikalpana: KIIT Journal of Management, 20(1), 80-92.‏
Purcărea, T. (2018). Conversational Commerce, New Marketing Tactics, CX, Loyalty and Emotions.‏
Ramana, J. V., Pavana, K., & Merugu, V. (2023, November). Evaluating the effectiveness of conversational marketing: A comparative study of live chat and chatbot. In AIP Conference Proceedings (Vol. 2821, No. 1). AIP Publishing.‏
Sinha, S., & Singh, T. (2018). Travel from traditional marketing to digital marketing. International Journal of Emerging Research in Management and Technology, 6(11), 173.
Sotolongo, N., & Copulsky, J. (2018). Conversational marketing: Creating compelling customer connections. Applied Marketing Analytics, 4(1), 6-21.
Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational research methods, 18(3), 429-472.‏  
 
 
. 

Files

History

  • Receive Date: 25 August 2024
  • Revise Date: 06 October 2024
  • Accept Date: 08 October 2024

Share

How to cite

Statistics