Table 4 The main schools of thought of research on impact of AI on branding.
From: Impact of artificial intelligence on branding: a bibliometric review and future research directions
No | Cluster | Number of documents | The most cited documents | Citations |
|---|---|---|---|---|
1 | The integration of AI in branding through chatbots, voice assistants, and AI influencers | 97 | Chung et al. (2020) | 421 |
Mustak et al. (2021) | 190 | |||
Roy et al. (2018) | 187 | |||
Pitardi and Marriott (2021) | 177 | |||
Xiao and Kumar (2021) | 164 | |||
2 | The intersection of social media and AI in brand management | 93 | Dwivedi et al. (2021) | 738 |
Buhalis and Sinarta (2019) | 382 | |||
Arora et al. (2019) | 317 | |||
Marine-Roig and Clavé (2015) | 257 | |||
Költringer and Dickinger (2015) | 188 | |||
3 | The influence of user-generated content and marketer-generated content on consumer behaviour and brand development | 80 | Goh et al. (2013) | 1038 |
Lee et al. (2018) | 527 | |||
Tirunillai and Tellis (2014) | 519 | |||
Li and Xie (2020) | 325 | |||
Decker and Trusov (2010) | 269 | |||
4 | Leveraging advanced analytical approaches in branding through neural networks, sentiment analysis, and AI. | 53 | Bentz and Merunka (2000) | 80 |
Roy et al. (2019) | 77 | |||
Roberts et al. (2014) | 75 | |||
Colladon (2018) | 63 | |||
Pournarakis et al. (2017) | 62 | |||
5 | Navigating consumer experience, insights, and branding strategies in the AI age. | 47 | Hoffman and Novak (2018) | 372 |
Kiss and Bichler (2008) | 302 | |||
Liu and Mattila (2017) | 226 | |||
Chan and Tung (2019) | 134 | |||
Gopaldas (2014) | 112 | |||
6 | Crafting consumer engagement strategies and ensuring brand authenticity in the AI era. | 20 | Bilro et al. (2019) | 104 |
Loureiro et al. 2019) | 70 | |||
Aluri et al. (2019) | 64 | |||
Ballestar et al. (2019) | 55 | |||
Schivinski (2021) | 48 |
