Application of AI Technology in Social Media Marketing for Cross-border E-commerce: Hotspot Analysis and Trend Forecasting

As artificial intelligence (AI) technologies continue to transform global commerce, their integration into social media marketing has become a strategic focus for cross-border e-commerce (CBEC) enterprises. This study explores the research landscape at the intersection of AI, social media, and CBEC through a bibliometric and content analysis approach. A total of 41 peer-reviewed articles published between 2014 and 2025 were retrieved from the Web of Science Core Collection and analyzed using Excel and VOSviewer. The analysis identifies key trends in publication output, contributing countries, research domains, and high-impact journals. Keyword co-occurrence and burst detection techniques were used to uncover emerging themes, such as purchase intention modeling, explainable AI (XAI), and AI-driven consumer engagement. The findings reveal a shift from platform-oriented research toward consumer-centric and ethically aware AI applications in global digital marketing. This study contributes to the literature by providing a structured knowledge map and trend forecasting framework, while offering practical insights for marketers seeking to adopt AI-enhanced strategies in cross-border social commerce. Limitations and future research opportunities are also discussed.