A BIBLIOMETRIC REVIEW OF AI-ENABLED DIGITAL MARKETING AND BRAND LOYALTY

DOI: https://doi.org/10.5281/zenodo.20149943

Authors:

Dr Nishtha Ujjawal, Dr Ajay Gangele, Prof (Dr) Pooja Rastogi, Dr Shagun Tomar, Dr. Shagun Sharma

Keywords:

Artificial Intelligence, Digital Marketing, Brand Loyalty, Bibliometric Review, Customer Engagement

Abstract:

Today AI's rapid progression can be included in various digital marketing techniques including optimizing of customer engagement, personalization strategy designing and brand loyalty measuring. Purpose: This study aims to offer a comprehensive bibliometric review of the research conducted on AI-powered digital marketing and brand loyalty published between 1998 and 2026. Using a structured bibliometric strategy, we studied 350 documents from 261 academic sources with the participation of 1,008 authors and 2,649 references – demonstrating an increasing academic interest in this research area. The analysis shows a yearly growth percentage of 6.91% for the marketing research AI technologies and their contribution towards the efficient functioning of firms. The highlighted collaboration pattern indicates a moderate degree of international co-authorship (19.71%) with an average of 3.03 authors per document, thus indicating the interdisciplinary research character in this field. The 27.46 citations per document as the average citation rate indicate strong academic and intellectual maturity among authors. Notable thematic clusters from the literature show that it also gravitated to AI-driven personalization, customer engagement metrics, predictive modelling, trust-based marketing and brand loyalty formation and the results shows that AI acts as a strategic enabler of building long lasting customer–brand relationship via data-based insights and adaptive marketing mechanisms. This review addresses these aspects by Mapping the Intellectual structure of AI enabled digital marketing research and determining future directions for research at the interface of artificial intelligence and brand loyalty.

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