تحلیل نقش هوش مصنوعی در تحول بازاریابی شبکه‌های اجتماعی و رفتار مصرف‌کننده با رویکرد بیبلیومتریک

This study aims to analyze the intellectual structure and evolutionary trends of research on the role of artificial intelligence in social media marketing and consumer behavior using a bibliometric approach. The dataset consists of 180 scholarly articles indexed in the Scopus database over the period 2016–2026, which were examined through keyword co-occurrence analysis and network visualization using VOSviewer. The findings reveal that “social media” serves as the central knowledge hub, demonstrating the strongest conceptual links with key variables such as artificial intelligence, consumer behavior, influencer marketing, and social commerce. The analysis identifies several major thematic clusters: artificial intelligence and data analytics, trust and influencer marketing, consumer engagement, consumer behavior and decision-making, and emerging technologies. Results indicate a clear shift from traditional marketing approaches toward data-driven, algorithmic, and highly personalized strategies. Furthermore, psychological constructs such as trust, perceived value, and satisfaction play a critical role alongside intelligent technologies in shaping consumer behavior. Temporal trend analysis also highlights the growing importance of emerging topics such as generative AI, the metaverse, and algorithmic transparency. Overall, this study contributes by providing a comprehensive mapping of the knowledge structure, integrating fragmented literature, and outlining future research directions for the development of intelligent and sustainable marketing strategies.