THE IMPACT OF ARTIFICIAL INTELLIGENCE APPLICATIONS ON CONSUMER BEHAVIOR AND PURCHASE INTENTION WITHIN THE SCOPE OF DIGITAL TRANSFORMATION: A BIBLIOMETRIC ANALYSIS

Digital technologies are a necessity for businesses and the applications developed within the scope of digital transformation are a critical element for marketing strategies. Today's changing consumer behavior is a dynamic process impacted by digital transformation, leading to differentiation in marketing strategies implemented by businesses. This study aims to use bibliometric analysis to reveal information about the impact of artificial intelligence on consumer behavior and purchase intention within the scope of digital transformation and development over the last 33 years. Articles were collected from two databases using keyword combinations such as 'artificial intelligence', 'digital transformation', 'consumer behavior', 'marketing', and 'purchase intention'. The final sample comprised 45 peer-reviewed articles after applying inclusion and exclusion criteria. To test the sample, three separate analyses were conducted. A performance analysis identified the publication years of the articles, contributions per country, the output of the relevant journals, and the sectors in which artificial intelligence applications are concentrated and used more. The articles were analysed in-depth for data analysis, providing insights into the evolution of relevant scientific production. The findings of the study offer a broad perspective on research to date and identify potential research gaps. This research aims to contribute to the marketing field by conducting a bibliometric analysis of research on the impact of artificial intelligence on consumer behavior and purchase intention. The Scopus and Web of Science databases were searched for articles published between 1991 and 2024. The results confirm that the literature on this topic has been increasing, especially since 2018. The study provides valuable insights for both academics and marketers in predicting consumer buying behavior. The findings indicate that firms widely utilise digital technologies and that AI applications have a positive impact on consumer behavior and purchase intentions. The study also offers recommendations for future research by academics and researchers.