An exploratory text analysis of the emerging intellectual structure of artificial intelligence-titled marketing publications

Yinghong Susan Wei

doi:10.63029/sf9va853

Authors

Yinghong Susan Wei Texas A&M International University Author

DOI:

https://doi.org/10.63029/sf9va853

Abstract

This paper employs text analysis to investigate and gain a deeper understanding of the evolving intellectual structure of marketing publications on artificial intelligence. 50 papers titled "Artificial Intelligence" and "AI" from marketing journals from 2009 to 2023 were used for text analysis. Artificial intelligence-titled marketing research is in its early developmental stage. All the articles carry positive sentiments but exhibit shallow similarities. No precise key dimensions or clusters were detected. Two coherent and exclusive topics were found. This research employed various advanced text analysis techniques to systematically and objectively review artificial intelligence research in marketing. The results offer valuable insights into the emerging intellectual structure and the main thematic topics in literature.

Author Biography

Yinghong Susan Wei, Texas A&M International University

Dr. Yinghong Susan Wei received her Ph.D. in marketing from the University of North Carolina at Chapel Hill.

Her research interests focus on the interface between marketing strategy and strategic management, including marketing strategy, innovation management, new product development, corporate entrepreneurship, business-to-business marketing, learning theory, and knowledge management. Her research emphasizes both theory development and empirical testing. She has published in many leading business journals and top conference proceedings, such as the Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Business Research, Journal of Product and Innovation Management, Journal of Advertising Research, Industrial Marketing Management, Journal of Business Ethics, and International Journal of Production Economics. Her dissertation research has won the Kauffman Dissertation Fellowship and Doctoral Dissertation Awards Competition by the Institute for the Study of Business Markets (ISBM) at Pennsylvania State University. In addition, Susan serves as an associate editor for the Journal of Business Research. She also serves on the editorial review board for the Journal of Product and Innovation Management and the advisory board for the Global Research Symposium on Marketing and Entrepreneurship. She is also the vice-chair of research for Entrepreneurial Marketing SIG in the American Marketing Association (AMA).

In terms of teaching, Susan has taught various marketing classes at undergraduate, MBA, and Ph.D. levels with different formats, such as face-to-face, online, and Flex/hybrid. The classes she has developed before include a Ph.D. Seminar in International Marketing (Face-to-Face and Flex), Ph.D. Seminar in Marketing Strategy and Management, Digital Marketing, Marketing Research, Entrepreneurial Marketing (Creative Marketing Strategy for Small Business, Face-to-Face and Online), New Product Development and Innovation Management, International Marketing, Marketing Problems and Policies, Principles of Marketing (Face-to-Face, Flex, and Online), and Seminar in Marketing Management, etc. As a faculty mentor, she has also guided undergraduate honors projects/thesis, MBA students' independent study, and Ph.D. students' research projects/papers. Her teaching mission is to prepare her students for future careers and leadership roles in an increasingly complex and culturally diverse society.