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The aim is to analyze the paradigm shift from digital disruption to Marketing 4.0 through AI-driven transformations.

June 6, 2026Open Access

From Digital Disruption to Marketing 4.0: A Bibliometric Synthesis of AI-Driven Transitions in International Marketing

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Bibliometric synthesis explores AI's role in marketing evolution, highlighting consumer behavior and sustainability challenges.

The aim is to analyze the paradigm shift from digital disruption to Marketing 4.0 through AI-driven transformations.
Conducted a bibliometric analysis of 197 Scopus-indexed articles published between 2022 and 2026.
Combined bibliometric analysis with a systematic literature review to map social and conceptual structures.
Performed co-authorship and co-occurrence keyword analysis to identify thematic clusters.
Identified six thematic clusters with consumer behavior, digital transformation, and sustainability as central themes.
Revealed moderate fragmentation in co-authorship indicating specialized collaborative clusters.
Highlighted challenges like the trust-risk paradox and the liability of foreignness in cross-border e-commerce.

Lazaga et al. (2026) studied this question.

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