ARTIFICIAL INTELLIGENCE-MEDIATED COMMUNICATION IN MARKETING COMMUNICATION AND CONSUMER BEHAVIOR ANALYSIS
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https://doi.org/10.5281/zenodo.14945797Keywords:
Marketing, communication, brand, artificial intelligence, consumer behaviorAbstract
The main purpose of this study is to examine the existing literature on artificial intelligence-mediated communication in consumer behavior and marketing communication using the integrative literature review method. It is the first study to base the AI-mediated communication framework on the analysis of marketing communication and consumer behavior. Therefore, it provides an important foundation for future research as it integrates the analysis of marketing communication and consumer behavior with new technologies. In accordance with the purpose of the research, the integrative literature review method was preferred to evaluate the research conducted in the field of marketing communication and consumer behavior. This article mainly reviews the articles in the field of marketing communication. Based on the interpersonal behavior and communication literature, factors related to their basic elements are identified and summarized. Additionally, an integrative framework for the analysis of marketing communication and consumer behavior through AI-mediated communication is proposed. A wide range of elements related to the basic elements of interpersonal communication have been identified and classified. In conclusion, this integrative literature review provides an overview of the current state of knowledge in the fields of AI-mediated communication, marketing communication, and consumer behavior. Therefore, it will encourage decision makers to explore theories from different disciplines and use them in the analysis of AI-mediated communication in marketing communication and consumer behavior.
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