The impact of artificial intelligence in marketing on the performance of business organizations: evidence from SMEs in an emerging economy

Purpose This study aims to empirically investigate the relationship between artificial intelligence (AI) in marketing (AIM) and business performance from the resource-based view (RBV) perspective. Design/methodology/approach A survey strategy was used in this study to collect data from 225 small and...

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Bibliographic Details
Published in:Journal of entrepreneurship in emerging economies 2024-06, Vol.16 (4), p.1090-1117
Main Authors: Abrokwah-Larbi, Kwabena, Awuku-Larbi, Yaw
Format: Article
Language:English
Subjects:
Artificial intelligence
Business
Collaboration
Communication
Competitive advantage
Decision making
Emerging markets
Financial performance
Group decision making
Internet of Things
Learning
Market strategy
Marketing
Mass media
Owners
Path analysis
Small & medium sized enterprises-SME
Social media
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Summary:Purpose This study aims to empirically investigate the relationship between artificial intelligence (AI) in marketing (AIM) and business performance from the resource-based view (RBV) perspective. Design/methodology/approach A survey strategy was used in this study to collect data from 225 small and medium enterprises (SMEs) respondents who were on the registered list of the Ghana Enterprise Agency in the Eastern Region of Ghana. Structural equation modeling – path analysis was used to estimate the impact of AIM on the performance of SMEs. Findings The analyzed data shows that AIM has significant impact on the financial performance, customer performance, internal business process performance and learning and growth performance in the case of SMEs in Ghana. This study establishes the significance of AIM approach in achieving financial performance, customer performance, internal business process performance and learning and growth performance through the application of AIM determinants including, Internet of Things (IoT), collaborative decision-making systems (CDMS), virtual and augmented reality (VAR) and personalization. Research limitations/implications Aside the aforementioned significance of this research study, this study has limitations. The sample size of this research study can be expanded to include SME respondents in other geographical areas that were not considered in this study. Future research studies should concentrate on how AIM can analyze customer communications and information such as posts on social media to develop future communications that may enhance customer engagement. Practical implications The practical implications comprise of two key items. First, this research study encourages SME owners and managers to develop an AIM method as a fundamental strategic goal in their pursuit to improve SME performance. Second, SME owners and managers should increasingly implement the four determinants of AIM indicated in this research study (i.e., IOT, CDMS, VAR and personalization) to develop essential resources for effective application of AIM to improve their performance. Originality/value The results of this study provide a strong support to RBV theory and the proposition that AIM and its determinants (i.e., IOT, CDMS, VAR and personalization) should be recognized as an essential strategic resource for improving the performance (i.e., financial performance, customer performance, internal business process performance and learning and growth pe
ISSN:2053-4604
2053-4604
2053-4612
DOI:10.1108/JEEE-07-2022-0207