Exploring the Applications of Artificial Intelligence in Marketing

Detalhes bibliográficos
Autor(a) principal: Rita, Paulo
Data de Publicação: 2025
Outros Autores: Omran, Wajdy, Ramos, Ricardo F., Costa, Tânia
Tipo de documento: Outros
Idioma: eng
Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Texto Completo: http://hdl.handle.net/10362/177232
Resumo: Rita, P., Omran, W., Ramos, R. F., & Costa, T. (2025). Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis. Tourism & Management Studies, 21(1), 39-55. https://doi.org/10.18089/tms.20250103 --- Paulo Rita was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project -UIDB/04152/2020 -Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS) (https://doi.org/10.54499/UIDB/04152/2020)
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spelling Exploring the Applications of Artificial Intelligence in MarketingA Topic Modelling AnalysisArtificial IntelligenceMarketingLiterature AnalysisText MiningTopic ModellingInteligência artificialAnálise da LiteraturaMineração de TextoModelação de TópicoBusiness, Management and Accounting (miscellaneous)Tourism, Leisure and Hospitality ManagementSDG 4 - Quality EducationSDG 8 - Decent Work and Economic GrowthSDG 9 - Industry, Innovation, and InfrastructureSDG 10 - Reduced InequalitiesSDG 11 - Sustainable Cities and CommunitiesSDG 12 - Responsible Consumption and ProductionSDG 17 - Partnerships for the GoalsRita, P., Omran, W., Ramos, R. F., & Costa, T. (2025). Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis. Tourism & Management Studies, 21(1), 39-55. https://doi.org/10.18089/tms.20250103 --- Paulo Rita was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project -UIDB/04152/2020 -Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS) (https://doi.org/10.54499/UIDB/04152/2020)Integrating Artificial Intelligence (AI) into marketing has revolutionised this field, offering new avenues of innovation and efficacy. This study aims to unveil the prevailing trends and patterns within the current academic literature about AI applications in Marketing and propose future research directions. The study conducted a comprehensive review by analysing 2,255 articles from the Scopus database from 1980 to 2022, employing a Text Mining approach and Latent Dirichlet Allocation (LDA) topic modelling. The findings suggest trends in research topics of Learning Models, Expert Systems, Natural Language Processing, Social Media, and Consumer Centricity. Outlier topics related to Health, Market Forecast, and Technology Impact on Youth have caught the researchers’ attention. The associated challenges and risks, ethical considerations, and practical implications were presented for each topic. This study develops literature on AI-driven marketing by unearthing the trend topics and suggesting a research agenda. At the same time, it offers actionable insights for businesses to enhance consumer engagement and ethical AI adoption in marketing practices. --- A integração da Inteligência Artificial (IA) no marketing revolucionou este campo, oferecendo novos caminhos de inovação e eficácia. Este estudo tem como objetivo desvendar as tendências e padrões na literatura académica sobre as aplicações da IA no Marketing e propor direções de investigação futura. O estudo analisou2.255 artigos Scopus de 1980 a 2022, empregando uma abordagem de Text Mininge Latent Dirichlet Allocation(LDA). Osresultadossugerem tendências em tópicos de investigação de modelos de aprendizagem, sistemas especialistas, processamento de linguagem natural, redes sociais e centralização no consumidor. Tópicos atípicos relacionados com a saúde, previsão de mercado e impacto da tecnologia na juventude chamaram a atenção. Os desafios e riscos associados, as considerações éticas e as implicações práticas foram apresentadaspara cada tema. Este estudo desenvolve literatura sobre o marketing orientado por IA, revelando os tópicos de tendência e sugerindo uma agenda de investigação. Ao mesmo tempo, oferece visõespráticas para as empresas melhorarem o envolvimento do consumidor e a adoção ética da IA nas práticas de marketing.NOVA Information Management School (NOVA IMS)Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNRita, PauloOmran, WajdyRamos, Ricardo F.Costa, Tânia2025-01-09T21:23:08Z2025-01-022025-01-02T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/other17application/pdfhttp://hdl.handle.net/10362/177232eng2182-8466PURE: 105962008https://doi.org/10.18089/tms.20250103info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-01-27T01:36:39Zoai:run.unl.pt:10362/177232Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T19:39:06.993399Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Exploring the Applications of Artificial Intelligence in Marketing
A Topic Modelling Analysis
title Exploring the Applications of Artificial Intelligence in Marketing
spellingShingle Exploring the Applications of Artificial Intelligence in Marketing
Rita, Paulo
Artificial Intelligence
Marketing
Literature Analysis
Text Mining
Topic Modelling
Inteligência artificial
Análise da Literatura
Mineração de Texto
Modelação de Tópico
Business, Management and Accounting (miscellaneous)
Tourism, Leisure and Hospitality Management
SDG 4 - Quality Education
SDG 8 - Decent Work and Economic Growth
SDG 9 - Industry, Innovation, and Infrastructure
SDG 10 - Reduced Inequalities
SDG 11 - Sustainable Cities and Communities
SDG 12 - Responsible Consumption and Production
SDG 17 - Partnerships for the Goals
title_short Exploring the Applications of Artificial Intelligence in Marketing
title_full Exploring the Applications of Artificial Intelligence in Marketing
title_fullStr Exploring the Applications of Artificial Intelligence in Marketing
title_full_unstemmed Exploring the Applications of Artificial Intelligence in Marketing
title_sort Exploring the Applications of Artificial Intelligence in Marketing
author Rita, Paulo
author_facet Rita, Paulo
Omran, Wajdy
Ramos, Ricardo F.
Costa, Tânia
author_role author
author2 Omran, Wajdy
Ramos, Ricardo F.
Costa, Tânia
author2_role author
author
author
dc.contributor.none.fl_str_mv NOVA Information Management School (NOVA IMS)
Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Rita, Paulo
Omran, Wajdy
Ramos, Ricardo F.
Costa, Tânia
dc.subject.por.fl_str_mv Artificial Intelligence
Marketing
Literature Analysis
Text Mining
Topic Modelling
Inteligência artificial
Análise da Literatura
Mineração de Texto
Modelação de Tópico
Business, Management and Accounting (miscellaneous)
Tourism, Leisure and Hospitality Management
SDG 4 - Quality Education
SDG 8 - Decent Work and Economic Growth
SDG 9 - Industry, Innovation, and Infrastructure
SDG 10 - Reduced Inequalities
SDG 11 - Sustainable Cities and Communities
SDG 12 - Responsible Consumption and Production
SDG 17 - Partnerships for the Goals
topic Artificial Intelligence
Marketing
Literature Analysis
Text Mining
Topic Modelling
Inteligência artificial
Análise da Literatura
Mineração de Texto
Modelação de Tópico
Business, Management and Accounting (miscellaneous)
Tourism, Leisure and Hospitality Management
SDG 4 - Quality Education
SDG 8 - Decent Work and Economic Growth
SDG 9 - Industry, Innovation, and Infrastructure
SDG 10 - Reduced Inequalities
SDG 11 - Sustainable Cities and Communities
SDG 12 - Responsible Consumption and Production
SDG 17 - Partnerships for the Goals
description Rita, P., Omran, W., Ramos, R. F., & Costa, T. (2025). Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis. Tourism & Management Studies, 21(1), 39-55. https://doi.org/10.18089/tms.20250103 --- Paulo Rita was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project -UIDB/04152/2020 -Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS) (https://doi.org/10.54499/UIDB/04152/2020)
publishDate 2025
dc.date.none.fl_str_mv 2025-01-09T21:23:08Z
2025-01-02
2025-01-02T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/other
format other
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/177232
url http://hdl.handle.net/10362/177232
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2182-8466
PURE: 105962008
https://doi.org/10.18089/tms.20250103
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 17
application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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