نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترای مدیریت بازاریابی، گروه مدیریت، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا، تهران، ایران
2 دانشیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا، تهران، ایران.
چکیده
ظهور هوش مصنوعی (AI) جرقهای در توسعه یک نوآوری فنآورانه بسیار مهم در دنیای در حال توسعه سریع خدمات مکالمه، که به عنوان چت باتها شناخته میشود، ایجاد کرده است. در تجارت مدرن، چتباتها برای تعامل با مشتریان و بهینهسازی فرآیندهای کسبوکار حیاتی شدهاند. آنها در زمینههای مختلفی از جمله خدمات مشتری، بازاریابی، فروش، ارتباطات داخلی و بسیاری موارد دیگر استفاده میشوند. اهمیت آنها در خودکارسازی و تسهیل کنش متقابل با کاربران نهفته است که منجر به بهبود خدمات و کارایی فرآیندهای مختلف تجاری میشود و طیف وسیعی از فرصتها را فراهم میکند. این پژوهش درصدد است تا با استفاده از رویکرد بیبلیومتریک به مرور نظاممند پژوهشهای انجام شده در حوزه چتباتها و بازاریابی کسبوکارها بپردازد. به همین منظور، تعداد 1339 مقاله از پایگاه استنادی Scopus مورد بررسی قرار گرفت. تحلیل مقالات با استفاده از نرمافزار VOS VIEWER انجام گرفت. نویسندگان، مؤسسات و کشورهای پراستناد و 6 خوشه اصلی حاصل از تحلیل همرخدادی واژگان شناسایی گردید: 1. هوش مصنوعی و کاربردهای آموزشی و زبانی 2. تعامل انسان و ماشین و تأثیرات اجتماعی-اقتصادی 3.تحول دیجیتال و کاربردهای هوش مصنوعی در خدمات و خردهفروشی 4. فناوریهای غوطهور و تأثیر آنها بر تجربه مشتری و بازاریابی دیجیتال 5. نگرش، قصد رفتاری و تجربه انسانی در تعامل با فناوری و 6. هوش مصنوعی و تحلیل دادهها در رسانههای اجتماعی و بحرانها.
در پایان خوشههای به دست آمده بررسی شده و پیشنهادهایی برای پژوهشهای آتی ارائه گردید.
کلیدواژهها
موضوعات
عنوان مقاله [English]
Bibliometric analysis of the impact of chatbots in marketing: identifying trends, research clusters, and future directions
نویسندگان [English]
- niloufar hadianfar 1
- Ameneh Khadivar 2
1 Ph.D. Candidate in marketing Management, Faculty of Social Sciences and Economics , Alzahra University, Tehran, Iran.
2 Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
چکیده [English]
The emergence of artificial intelligence (AI) has sparked the development of a very important technological innovation in the rapidly developing world of conversational services, known as chatbots. In modern business, chatbots have become vital for interacting with customers and optimizing business processes. They are used in various fields, including customer service, marketing, sales, internal communications, and many others.Their importance lies in automating and facilitating interaction with users, which leads to improved service and efficiency of various business processes, opening up a wide range of opportunities. This study aims to systematically review research conducted in the field of chatbots and business marketing using a bibliometric approach. For this purpose, 1339 articles from the Scopus citation database were reviewed. The analysis of the articles was performed using VOS VIEWER software. Highly cited authors, institutions, and countries were identified, and 6 main clusters resulting from word co-occurrence analysis were identified: 1. Artificial intelligence and educational and linguistic applications 2. Human-machine interaction and socio-economic impacts 3. Digital transformation and applications of artificial intelligence in services and retail 4. Immersive technologies and their impact on customer experience and digital marketing 5. Attitude, behavioral intention and human experience in interaction with technology and 6. Artificial intelligence and data analysis in social media and crises. Finally, the clusters obtained were reviewed and suggestions for future research were presented.
کلیدواژهها [English]
- Artificial intelligence
- Bibliometric approach
- Chat bot
- Marketing
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استناد به این مقاله: هادیانفر، نیلوفر.، خدیور، آمنه. (1404). تحلیل بیبلیومتریک تأثیرات چتباتها در بازاریابی: شناسایی روندها، خوشههای پژوهشی و جهتگیریهای آینده، مطالعات مدیریت کسب وکار هوشمند، 14(54)، 1-44. DOI: 10.22054/ims.2025.85270.2608
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