Akademik Veri Yönetim Sistemi
17th Eurasian Conference on Language and Social Sciences, Girne, Kıbrıs (Kktc), 30 - 31 Temmuz 2024, ss.191-201
Chatbots are virtual assistants developed based on artificial intelligence and used to communicate with consumers in marketing using natural language. While Chatbots are still in the development stage in marketing communications, it has increased in popularity in the last few years, there has been a dramatic increase in the frequency of their use in marketing publications. The study prepared for this purpose aims to explore the current status of studies on chatbots in the field of marketing and to reveal new trends. In this regard, data obtained from Web of Science and Scopus databases were analyzed with VOSviewer program. The SPAR-4-SLR framework was used to select relevant studies. These words were ("chat bot" or "chatbot" or "chat-bot" or "chatbots" or "chat bots" and "marketing" or "brand" or "branding" or "consumer behavior" or "consumer behavior" or "marketing communications") written in the search tab. While searching in the databases, the search results was made to include the concepts in title, abstract and keywords. 130 studies from the Web of Science and 219 studies from Scopus database were exported. Some filters apply to the search results. While only English publications were taken as language and only articles, early access and proceeding paper were taken as the publication type, and finally study data obtained from the categories of business, management, computer science and communication were evaluated. Analyzes were made according to author, citation, country, sources and keywords. As a result of the study, it was seen that the first study was published in 2017 and the number of studies has increased since then. It was concluded that the authors who the most contributed were Boca, Toader, Cheng, Ighian, Jiang, Mogaji, Kushwaha and Kar (three studies per author). The most cited study was Chung (2020). It was determined that there were researchers from a total of 50 different countries, and the number of authors from countries such as the USA, India, China, England and Australia was higher. While the 'Journal of Business Research' was the journal in which the most studies are published, it has been determined that this journal is followed by Psychology & Marketing, Sustainability, Computers in Human Behavior and Journal of Service Management and other journals. It was concluded that the most used keywords were artificial intelligence, customer experience, anthropomorphism, digital marketing, trust, machine learning, customer satisfaction, customer services, privacy and consumer behavior. The findings can be a valuable reference for researchers and practitioners interested in conducting new studies on the use of chatbots in marketing.
Keywords: Chatbots, Marketing, Bibliometric Analysis, VOSviewer