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INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE (IJARCMSS) [ Vol. 9 | No. 2 (III) | April - June, 2026 ]

Artificial Intelligence in Digital Marketing: A Bibliometric Analysis and Systematic Literature Review using the TCCM Framework

Aswathy S. & Dr. Rajeev Kumar A.D.

The present study provides an extensive review of the literature on artificial intelligence in the digital marketing domain. This paper helps reveal recent trends in AI in the digital marketing landscape and identifies research gaps. The theory development, characteristics, context and methodology (TCCM) framework has been applied for theory development and to identify gaps in existing research and future research directions. A total of 67 articles were used in the present study for the TCCM framework. Articles were identified and screened using the PRISMA framework from the Scopus and WoS databases. Along with TCCM, bibliometric analysis is also used to identify connections between different uses of AI in digital marketing. The findings reveal that anthropomorphism, chatbots, data privacy, digital communication, marketing technology, marketing strategy, credibility and human-AI interactions are the main research themes. Future research can focus on modern theoretical bases of human-AI interaction, addressing the human-AI divide in affective customer experiences and developing frameworks for discovering and mitigating bias when using AI tools in marketing.

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