The application of OpenAI Technology in Marketing Activities - A Systematic Literature Review
Objectives This article aims to assess empirical research papers on the application of OpenAI technology in marketing activities, with the goal of organizing current knowledge in this domain. To achieve this objective, the following questions were addressed: 1. Is there scientific interest in the a...
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| Format: | Article |
| Language: | English |
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Akademia Nauk Stosowanych WSGE im. A. De Gasperi w Józefowie
2024-12-01
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| Series: | Journal of Modern Science |
| Subjects: | |
| Online Access: | https://www.jomswsge.com/The-application-of-OpenAI-Technology-in-Marketing-Activities-A-Systematic-Literature,197016,0,2.html |
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| _version_ | 1841527841203683328 |
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| author | Joanna Wiśniewska Sebastian Matysik |
| author_facet | Joanna Wiśniewska Sebastian Matysik |
| author_sort | Joanna Wiśniewska |
| collection | DOAJ |
| description | Objectives
This article aims to assess empirical research papers on the application of OpenAI technology in marketing activities, with the goal of organizing current knowledge in this domain. To achieve this objective, the following questions were addressed:
1. Is there scientific interest in the application of OpenAI technology in marketing activities, and is it extensively discussed in researching works ?
2. What kinds and directions of the empirical researching works on this problem have been taken so far ?
Material and methods
A study of the popularity of OpenAI in marketing was conducted using Google Trends tools, while a systematic literature review based on Web of Science, Scopus and Elsevier Science Direct databases was conducted using Google Sheets and VOSviewer tools.
Results
The review highlights the insufficient attention given to application of OpenAI in marketing activities, despite the global interest and growing number of publications concernig that technology. An analysis of citations and co-citations found that the articles examined , although diverse in terms of subject matter and place of publication, had minimal impact on the observed research field.
Conclusions
The literature review reveals limited exploration of OpenAI technology in marketing activities despite growing interest. While publications vary widely in focus and venue, there is little evidence of significant impact on the research field. Existing literature offers fragmented insights and lacks comprehensive coverage of empirical studies, particularly in marketing. Further research is necessary to investigate specific applications like content creation, customer communication, brand enhancement, and market analysis. |
| format | Article |
| id | doaj-art-93c8bfce35ba4fb5a31473a268ceb542 |
| institution | Kabale University |
| issn | 1734-2031 2391-789X |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Akademia Nauk Stosowanych WSGE im. A. De Gasperi w Józefowie |
| record_format | Article |
| series | Journal of Modern Science |
| spelling | doaj-art-93c8bfce35ba4fb5a31473a268ceb5422025-01-15T07:10:08ZengAkademia Nauk Stosowanych WSGE im. A. De Gasperi w JózefowieJournal of Modern Science1734-20312391-789X2024-12-0160639241010.13166/jms/197016197016The application of OpenAI Technology in Marketing Activities - A Systematic Literature ReviewJoanna Wiśniewska0https://orcid.org/0000-0002-1607-8721Sebastian Matysik1https://orcid.org/0009-0002-7264-0501University of SzczecinUniversity of SzczecinObjectives This article aims to assess empirical research papers on the application of OpenAI technology in marketing activities, with the goal of organizing current knowledge in this domain. To achieve this objective, the following questions were addressed: 1. Is there scientific interest in the application of OpenAI technology in marketing activities, and is it extensively discussed in researching works ? 2. What kinds and directions of the empirical researching works on this problem have been taken so far ? Material and methods A study of the popularity of OpenAI in marketing was conducted using Google Trends tools, while a systematic literature review based on Web of Science, Scopus and Elsevier Science Direct databases was conducted using Google Sheets and VOSviewer tools. Results The review highlights the insufficient attention given to application of OpenAI in marketing activities, despite the global interest and growing number of publications concernig that technology. An analysis of citations and co-citations found that the articles examined , although diverse in terms of subject matter and place of publication, had minimal impact on the observed research field. Conclusions The literature review reveals limited exploration of OpenAI technology in marketing activities despite growing interest. While publications vary widely in focus and venue, there is little evidence of significant impact on the research field. Existing literature offers fragmented insights and lacks comprehensive coverage of empirical studies, particularly in marketing. Further research is necessary to investigate specific applications like content creation, customer communication, brand enhancement, and market analysis.https://www.jomswsge.com/The-application-of-OpenAI-Technology-in-Marketing-Activities-A-Systematic-Literature,197016,0,2.htmlopenaiopenai in marketingailiterature reviewopenai technology |
| spellingShingle | Joanna Wiśniewska Sebastian Matysik The application of OpenAI Technology in Marketing Activities - A Systematic Literature Review Journal of Modern Science openai openai in marketing ai literature review openai technology |
| title | The application of OpenAI Technology in Marketing Activities - A Systematic Literature Review |
| title_full | The application of OpenAI Technology in Marketing Activities - A Systematic Literature Review |
| title_fullStr | The application of OpenAI Technology in Marketing Activities - A Systematic Literature Review |
| title_full_unstemmed | The application of OpenAI Technology in Marketing Activities - A Systematic Literature Review |
| title_short | The application of OpenAI Technology in Marketing Activities - A Systematic Literature Review |
| title_sort | application of openai technology in marketing activities a systematic literature review |
| topic | openai openai in marketing ai literature review openai technology |
| url | https://www.jomswsge.com/The-application-of-OpenAI-Technology-in-Marketing-Activities-A-Systematic-Literature,197016,0,2.html |
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