Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)

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Analysis of Hot Topics and Trends in Marketing (Psychology) Research Based on WOS Data—Taking Consumer Acceptance of AI Marketing as an Example

Authors
Huang Rui1, *
1School of Economics and Management, Northeast Forestry University, Harbin, Heilongjiang Province, 150040, China
*Corresponding author. Email: 2374282102@qq.com
Corresponding Author
Huang Rui
Available Online 26 February 2026.
DOI
10.2991/978-94-6239-604-3_39How to use a DOI?
Keywords
Marketing (Psychology); CiteSpace; WOS; AI Marketing
Abstract

Currently, marketing (psychology), as a major part of modern business activities and market academic research, has a significant impact on enterprises’ competitive advantage, thereby helping them activate consumer potential and improve marketing effectiveness. Therefore, this study focuses on exploring the research trends and hot topics in marketing (psychology) to better contribute to enterprises in activating consumer potential and improving marketing effectiveness. The study employs quantitative and qualitative analysis methods, using CiteSpace 6.4R1 literature visualization analysis software to conduct visualization analysis of marketing (psychology) literature data from Web of Science (WOS) from 2016 to 2025. The research findings are as follows: 1) Keyword clustering analysis revealed that research on purchasing tendencies, coordination functions, social media, and emerging markets was prevalent; 2) Time trend analysis showed that research in marketing psychology is gradually shifting from demand-driven and precision-driven to incremental-driven; 3) The study analyzed cases such as Thai celebrities breaking revenue records with live-streaming e-commerce on TikTok, Xiaohongshu’s closed-loop marketing model of “planting seeds and harvesting products,” and the operational models of comprehensive e-commerce platforms like Taobao and JD.com, using theories of conformity and emotional resonance.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
26 February 2026
ISBN
978-94-6239-604-3
ISSN
2352-5428
DOI
10.2991/978-94-6239-604-3_39How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Huang Rui
PY  - 2026
DA  - 2026/02/26
TI  - Analysis of Hot Topics and Trends in Marketing (Psychology) Research Based on WOS Data—Taking Consumer Acceptance of AI Marketing as an Example
BT  - Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
PB  - Atlantis Press
SP  - 379
EP  - 386
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-604-3_39
DO  - 10.2991/978-94-6239-604-3_39
ID  - Rui2026
ER  -