Analisis Bibliometrik Integrasi Kecerdasan Buatan dalam Pemasaran Media Sosial: Tren Terkini dan Agenda Riset Masa Depan
DOI:
https://doi.org/10.47747/snfmi.v3i1.3161Abstract
This bibliometric analysis is a collaborative effort that explores the integration of Artificial Intelligence (AI) in social media marketing, with a focus on publications from 2015 to 2024. Drawing on the Scopus and Web of Science databases, the study identifies the most influential authors, journals, institutions, and countries, and assesses productivity, impact, and collaboration patterns in this research domain. The findings reveal a significant growth in this field, with an annual growth rate of 40.98% and an average of 32.13 citations per document, confirming the growing academic interest in the application of AI in social media marketing. The study highlights key trends, such as the rise of AI-generated influencers and the use of predictive analytics to optimize marketing strategies. These results, a testament to our collective efforts, provide valuable insights for academics and practitioners and suggest future research directions that explore the social, ethical, and economic implications of AI in marketing, with a particular focus on small and medium-sized enterprises (SMEs). This paper advances the theory and practice of AI-based digital marketing by providing a comprehensive overview of the current landscape and suggesting avenues for further research.
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