AI, Consumer Trust, and Brand Loyalty: A Bibliometric Analysis of Marketing's Changing Landscape

Abstract

The application of Artificial Intelligence in marketing raises some concerns regarding its effect on consumer trust and brand loyalty. Nonetheless, very little research in this area has been accomplished using bibliometric analysis. This study aims to address this shortcoming using bibliometric analysis of consumer trust and brand loyalty in marketing, covering literature published on this subject between 1986 to 2023 (July) using Scopus and Biblioshiny (R Studio). The study was based on monitoring and analyzing distribution and citation records and publications, and their distribution across different journals, authors, institutions, and countries. Moreover, it investigated publications' country-level collaborations. Data indicated that publications have increased multifold annually since 2015, and the Journal of Business Research is the most productive outlet. The USA, China, and India have the highest records of publications in this domain. The predominant areas of publication related to marketing were consumer behavior, artificial intelligence, and the privacy and personalization of marketing big data, all revealing an emphasis on customized marketing. Through network analysis, the related research clusters were identified, particularly AI consumer trust. This paper intends to be the beginning point for AI and marketing researchers or practitioners.