شناسایی پیشایندها‌ و پسایندهای‌ کاربرد هوش مصنوعی در تدوین برنامه بازاریابی با رویکرد ترکیبی: تحلیل کتاب سنجی و فراترکیب

1.Aim and introduction: Today, we are witnessing the widespread use of artificial intelligence in various fields of marketing. For example, Prime Air Amzon.com uses drones to automate transportation. Domino's Pizza is experimenting with self-driving cars and delivery robots to deliver pizzas to customers' doorsteps. Lexus uses IBM Watson to script its "Intuition Drive" TV commercials. Based on emotional analysis, affective detects the emotions of consumers while watching advertisements. Replica is a chatbot based on machine learning that provides emotional comfort to customers by imitating their communication styles. It has even been claimed that artificial intelligence will fundamentally change the future of marketing. However, academic marketing research to date has not provided sufficient guidance on how best to leverage the benefits of AI for marketing impact. Artificial intelligence systems and programs have become widespread in different industries and different sectors of companies and organizations and have led to close competition between them and have also provided various opportunities for marketing strategy and process. However, research on the application of artificial intelligence in marketing planning has been scattered, and there is a need for a comprehensive research on the past research trend and the future trend of this issue. The current study aims to identify the antecedents and consequences of the application of artificial intelligence in the develop a marketing plan.
2. Methodology: This study was conducted with a mixed approach, in the quantitative section by using bibliometric network analysis of existing research background published between 2010 and 2022 and in the qualitative section by using the meta synthesis strategy. A comprehensive review of 115 articles indexed in the Scopus database helped to identify the performance of scientific actors such as the most appropriate authors and the most appropriate sources. In addition, co-authorship and co-occurrence analysis using VOSviewer software suggested a conceptual and rational network. By applying the meta synthesis method to investigate the dimensions of the marketing plan based on artificial intelligence, 59 articles out of 115 indexed articles were analyzed.
3. Finding: According to the results, only one paper was published in 1985 in the field of "Artificial Intelligence and Marketing". Until 2010, when this issue has been gradually noticed by researchers, and the trend of publishing articles from 2010 to 2022 had an upward trend. In 2021, 50 articles have been published, and in 2022, 21 articles have been published until today. Most of the articles related to artificial intelligence and marketing have been published in the Australian Journal of Marketing. To understand the most effective source, 5 of the most suitable sources were compared in terms of H index and SJR index. Journal of Business Research in terms of H index and Journal of Marketing Science Academy in terms of SJR index have the most points and are the most suitable sources. "Liu Wai" won the highest rank among all researchers with 3 articles published in the field of artificial intelligence and marketing. "Liu Wei" has an H-index of 8 and 16 published articles, while "Huang" has an H-index of 75 and 328 published articles, which has more citation records than the rest of the authors. Among the analyzed articles, the highest percentage of studies related to the product/consumer factor (38%) and the lowest The percentage of studies conducted is related to the price/cost factor (14%). Based on the results of the meta synthesis study, it is possible to use mechanical artificial intelligence for standardization, intellectual artificial intelligence for personalization, and emotional artificial intelligence for relationalization. Based on the results, the antecedents of the use of artificial intelligence in developing a marketing plan include technological, organizational, environmental, behavioral and individual factors and the consequences include customer experience, customer journey management, profitability, competitive advantage, customer satisfaction, customer loyalty, customer relationship management and customer engagement.
4. Discussion and coclusion: The research findings of the review of all scientific sources conducted from 2010 to 2022 show that so far no comprehensive research has been done for the integration of the Rabazi program stage. Therefore, the most important finding of this research is the review, analysis and classification of the planning phase of artificial intelligence based on metacombination. In this research, 59 articles that directly examined the issue of marketing planning based on artificial intelligence were selected for analysis. The selected studies were coded and finally, 152 distinct primary codes were identified. In the next step, the codes were categorized in the form of 35 concepts or sub-categories, and finally, based on the results of the analysis, concepts in 4 main categories as dimensions of the evaluation program based on artificial intelligence, 5 main categories as antecedents of the evaluation program based on The basis of artificial intelligence and 7 main categories were identified as suffixes of the marketing program based on artificial intelligence, and their quality test was also confirmed. Finally, based on the analysis, a model for the use of artificial intelligence in developing a marketing plan is proposed, which consists of the three dimensions of artificial intelligence, mechanical, intellectual, and emotional, and their benefits include standardization, personalization, and relationship building. It uses marketing mix dimensions.