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Content Automation in Marketing Research: A Bibliometric Analysis using VOSviewer

Thadathibesra Phuthong, Ratchamongkhon Thonglor, Nontouch Srisuksa

Abstract


Objectives: This study conducted a comprehensive assessment of content automation in marketing research using bibliometric analysis spanning 20 years from 2004 to 2024. The primary influential factors, topics, and areas of research were analyzed to determine future research paths. Methods/Analysis: Sample selection and data collection were conducted using the Scopus database. The initial dataset was adjusted by applying certain inclusion and exclusion criteria. The final dataset consisting of 149 articles in the RIS format was loaded into the VOSviewer program to perform a bibliometric analysis. Findings: The results revealed key findings, including the highest citation-counting papers, the most common research format, the research field, the year of publication, collaboration countries, the journal, prominent authors, popular themes, areas for further investigation, and the intellectual framework of current research on the topic. Novelty/ Improvement:Four areas were identified for future research: marketing automation as digital commerce content marketing, artificial intelligence for digital marketing transformation, automation and optimization for personalized advertising content, and automatic knowledge discovery. The temporal development of these issues was also examined to offer valuable insights into the changing focus of academic interest over time and establish a foundation for future investigations.

 

Doi: 10.28991/HIJ-2024-05-03-019

Full Text: PDF


Keywords


Marketing Research Automation; Content Marketing; Content Automation; Research Trends; VOSviewer Analysis.

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DOI: 10.28991/HIJ-2024-05-03-019

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