Business Intelligence Management Studies

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

Document Type : Research Paper

Authors

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

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

Artificial intelligence
Bibliometric approach
Chat bot
Marketing
Subjects

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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

     Journal of Business Intelligence Management Studies is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License..

Business Intelligence Management Studies
Volume 14, Issue 54
Autumn 2026
Pages 1-44

  • Receive Date 30 April 2025
  • Revise Date 09 July 2025
  • Accept Date 13 July 2025

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