What question did this study set out to answer?

To evaluate publication trends, influential contributors, thematic evolution, and the intellectual structure of research exploring the intersection of artificial intelligence and brand equity.

August 14, 2026Cureus Journal of Business and Economics.Open Access

Artificial Intelligence and Brand Equity in Digital Marketing: A Bibliometric Analysis

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Authors

PTPrince Kumar TiwariIMS Unison University RPRajkiran PrabhakarIMS Unison University ASAmit SinghBanaras Hindu University

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Implication

Bibliometric analysis reveals a 15.41% annual growth in AI-driven brand equity research, highlighting the rising role of AI personalization and customer engagement in digital marketing.

Key Points

To evaluate publication trends, influential contributors, thematic evolution, and the intellectual structure of research exploring the intersection of artificial intelligence and brand equity.
Retrieved records from Scopus (n=317) and Web of Science Core Collection (n=99), screening them via the SPAR-4-SLR protocol to analyze a final dataset of 159 unique publications from 2002 to 2025.
Conducted performance analysis and science mapping using Biblioshiny (the Bibliometrix package in R) to evaluate the field's intellectual and thematic structure.
Scholarly output grew at an annual rate of 15.41%, with a significant surge in publication volume occurring after 2018.
The United States, the United Kingdom, and China emerged as the most influential country contributors, while the Journal of Business Research and Journal of Marketing served as the primary publication outlets.
Dominant conceptual themes centered around artificial intelligence, brand equity, social media, customer satisfaction, and AI-enabled personalization in marketing.

Cite This Study

Tiwari et al. (2026) studied this question.

synapsesocial.com/papers/6a7ec775b70b84ec8b913ddc https://doi.org/10.7759/s44404-026-00218-6

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Implication

Bibliometric analysis reveals a 15.41% annual growth in AI-driven brand equity research, highlighting the rising role of AI personalization and customer engagement in digital marketing.

Artificial Intelligence and Brand Equity in Digital Marketing: A Bibliometric Analysis

Discussion

Member takes

Implication

Key Points

Cite This Study

Artificial Intelligence and Brand Equity in Digital Marketing: A Bibliometric Analysis

Discussion

Member takes

Implication

Key Points

Cite This Study

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