Bibliometric analysis of the impact of chatbots in  marketing: identifying trends, research clusters, and future directions

Hadianfar, Niloufar; Khadivar, Ameneh

doi:10.22054/ims.2025.85270.2608

Document Type : Research Paper

Authors

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

https://doi.org/10.22054/ims.2025.85270.2608

Abstract

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.

Keywords

Main Subjects

Using Artificial Intelligence inManagement

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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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Bibliometric analysis of the impact of chatbots in marketing: identifying trends, research clusters, and future directions

References

References

Volume 14, Issue 54December 2026Pages 1-44

Volume 14, Issue 54
December 2026
Pages 1-44