سامانه مدیریت نشریات علمی دانشگاه شاهد

کاظمی سراسکانرود, زهرا, کنجکاو منفرد, امیررضا. (1401). شناسایی پیشایندها‌ و پسایندهای‌ کاربرد هوش مصنوعی در تدوین برنامه بازاریابی با رویکرد ترکیبی: تحلیل کتاب سنجی و فراترکیب. , 19(20), 73-99. doi: 10.22070/cs.2023.17544.1297
زهرا کاظمی سراسکانرود; امیررضا کنجکاو منفرد. "شناسایی پیشایندها‌ و پسایندهای‌ کاربرد هوش مصنوعی در تدوین برنامه بازاریابی با رویکرد ترکیبی: تحلیل کتاب سنجی و فراترکیب". , 19, 20, 1401, 73-99. doi: 10.22070/cs.2023.17544.1297
کاظمی سراسکانرود, زهرا, کنجکاو منفرد, امیررضا. (1401). 'شناسایی پیشایندها‌ و پسایندهای‌ کاربرد هوش مصنوعی در تدوین برنامه بازاریابی با رویکرد ترکیبی: تحلیل کتاب سنجی و فراترکیب', , 19(20), pp. 73-99. doi: 10.22070/cs.2023.17544.1297
کاظمی سراسکانرود, زهرا, کنجکاو منفرد, امیررضا. شناسایی پیشایندها‌ و پسایندهای‌ کاربرد هوش مصنوعی در تدوین برنامه بازاریابی با رویکرد ترکیبی: تحلیل کتاب سنجی و فراترکیب. , 1401; 19(20): 73-99. doi: 10.22070/cs.2023.17544.1297

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

نشریه علمی راهبردهای بازرگانی
مقاله 4، دوره 19، شماره 20، بهمن 1401، صفحه 73-99    اصل مقاله (1006.31 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22070/cs.2023.17544.1297
نویسندگان
زهرا کاظمی سراسکانرود* 1؛ امیررضا کنجکاو منفرد2
1دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد و علوم اداری، دانشگاه مازندران، بابلسر، ایران. (نویستده مسئول)
2دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران
چکیده
استفاده روز افزون از سیستم‌ها و برنامه‌های هوش مصنوعی در صنایع و بخش‌های مختلف شرکت­ها، منجر به رقابت تنگاتنگ بین واحدها و فراهم­سازی فرصت‌های متنوعی برای فرآیند بازاریابی شده است. با این حال، تحقیقات در زمینه کاربرد هوش مصنوعی در تدوین برنامه بازاریابی پراکنده بوده است و نیاز به یک پژوهش جامع در زمینه روند تحقیقات گذشته و پیش‌روی این موضوع وجود دارد. مطالعه­ی حاضر با هدف تدوین برنامه بازاریابی مبتنی بر هوش مصنوعی با رویکرد ترکیبی و با استفاده از تحلیل شبکه­ی کتاب سنجی پیشینه­ی تحقیقاتی موجود منتشر شده بین سال­های 2010 تا 2022 و استراتژی فراترکیب انجام  شده است. مرور جامع 115 مقاله به شناسایی عملکرد کنشگران علمی مانند مناسب­ترین نویسندگان و مناسب­ترین منابع کمک کرده است. علاوه براین، تحلیل هم­نویسندگی و هم­رخدادی با استفاده از نرم افزار VOSviewer، شبکه­ی مفهومی و عقلانی را پیشنهاد نموده است. با به‌کارگیری روش فراترکیب برای بررسی ابعاد برنامه بازریابی مبتنی بر هوش مصنوعی تعداد 59 مقاله مورد بررسی قرار گرفت که در بین مقالات مورد بررسی، بیشترین درصد مطالعات انجام شده مربوط به عامل محصول/ مصرف­کننده (38%) و کمترین درصد مطالعات انجام شده مربوط به عامل قیمت/ هزینه (14%) می­باشد. بر اساس نتایج مطالعه فراترکیب انجام گرفته جهت تدوین برنامه بازاریابی، می­توان از هوش مصنوعی مکانیکی برای استانداردسازی، از هوش مصنوعی فکری برای شخصی‌سازی و از هوش مصنوعی احساسی برای رابطه‌سازی استفاده کرد. برای بررسی پیشایندها و پسایندهای استفاده از هوش مصنوعی در  تدوین برنامه بازریابی تعداد 34 مقاله مورد بررسی قرار گرفت که پیشایندها شامل عوامل تکنولوژیکی، سازمانی، محیطی، رفتاری و فردی  و پسایندها شامل تجربه مشتری، مدیریت سفر مشتری، سودآوری، مزیت رقابتی، رضایت مشتری، وفاداری مشتری، مدیریت ارتباط با مشتری، درگیری مشتری می­باشند.
کلیدواژه‌ها
هوش مصنوعی؛ ‌ تحلیل کتاب سنجی؛ برنامه بازاریابی؛ روش فراترکیب؛ تحلیل شبکه
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