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Two decades of agent-based modeling in marketing: a bibliometric analysis

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Abstract

Agent-based modeling has proven to be a useful simulation tool in marketing to analyze what-if scenarios and support strategic marketing decisions. Over the years, the field has evolved and there is a substantial number of scientific publications that focus on different aspects of agent-based modeling. However, there is no recent bibliometric analysis covering the entire marketing area. This article provides an updated bibliometric analysis on agent-based modeling in marketing in the last 2 decades. The goal of this study is to provide both a performance and a science mapping analysis. The performance analysis explores highly cited articles, researchers, and geographical features. The science mapping analysis examines the relationships between words, authors, and citations of the literature. Moreover, this survey includes a comprehensive reference table characterizing the agent-based models collected. The results show that the most common aspects studied are related with diffusion and social networks. Additionally, we see that extensive research has been mainly carried out for the study of the effects of topology and innovation diffusion.

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Acknowledgements

This work is supported by grant CONFIA (PID2021-122916NB-I00) funded by MCIN/AEI/10.13039/501100011033, and by grant SIMARK (P18-TP-4475) funded by Consejería de Economía, Conocimiento, Empresas y Universidad of the Andalusian Government, both funded by “ERDF A way of making Europe”. E. Romero is supported by grant PRE2019-089558 funded by MCIN/AEI/10.13039/501100011033 and by “ESF Investing in your future”. M. Chica is supported by grant EMERGIA21_00139 funded by Consejería de Universidad, Investigación e Innovación of the Andalusian Government and by "ERDF A way of making Europe".

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  1. Department of Computer Science and Artificial Intelligence, DECSAI, University of Granada, Granada, 18071, Spain

    Elena Romero & Manuel Chica

  2. Department of Software Engineering, University of Granada, Granada, 18071, Spain

    Sergio Damas

  3. School of Electrical Engineering and Computing, The University of Newcastle, Callaghan, NSW, 2308, Australia

    Manuel Chica

  4. Andalusian Research Institute in Data Science and Computational Intelligence, DaSCI, University of Granada, Granada, 18071, Spain

    Elena Romero, Manuel Chica & Sergio Damas

  5. Poole College of Management, North Carolina State University, Raleigh, 27695, NC, USA

    William Rand

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Romero, E., Chica, M., Damas, S. et al. Two decades of agent-based modeling in marketing: a bibliometric analysis. Prog Artif Intell 12, 213–229 (2023). https://doi.org/10.1007/s13748-023-00303-y

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