2022 Cilt 41 Sayı 1

Permanent URI for this collectionhttps://hdl.handle.net/11452/31465

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    Setting the theoretical foundations of artificial intelligence in marketing: A systematic literature review
    (Bursa Uludağ Üniversitesi, 2022-05-31) Delen, Ezgi
    This study aims to analyze the existing theories used in artificial intelligence literature in marketing. This study critically investigates the theoretical foundations of artificial intelligence research using a review of 30 artificial intelligence-related marketing articles published during the 1973–2021 period. Analyzes were carried out by content analysis and coding method. The analysis reveals that these analyzed researches do not rely on a dominant theoretical perspective, most of them are theoretically varied. Of these theory-based studies, the most used are the speech act theory, technology acceptance model, resource-based theory, and identity theory. In addition, this study suggests several other theories not previously used in the literature; asymmetric information theory, cognitive dissonance theory, the common ingroup identity model, and spearman's two-factor theory.