AI-DRIVEN MARKETING STRATEGIES IN SMES: THE MODERATING ROLE OF TECHNOLOGICAL READINESS ON MARKET PERFORMANCE
DOI:
https://doi.org/10.69980/hw0p3g64Keywords:
AI-Driven Marketing, Customer Engagement, Technological Readiness, Market Performance, Structural Equation ModelingAbstract
Aim: This study examines the effect of AI-Driven Marketing Strategies (AI-DMS) on Market Performance among SMEs, while Customer Engagement (CE) serves as the mediating variable and Technological Readiness serves as the moderating variable.
Research Methodology: The study employs a quantitative, descriptive, and cross-sectional research design using data collected from 390 SME managers, marketing specialists, and owners in Jaipur, Rajasthan, through a structured Likert-scale questionnaire measuring AI-DMS, CE, Technological Readiness, and Market Performance. This target group includes SME owners, managers, and marketing specialists who are directly involved in marketing and operational decision-making processes. Cronbach's alpha, Composite Reliability (CR), and Average Variance Extracted (AVE) are used to evaluate reliability and validity. To evaluate construct validity, factor analysis is conducted using SPSS, while Structural Equation Modeling (SEM) is implemented in SmartPLS for assessing direct, mediating, and moderating relationships.
Findings: The results confirm that AI-Driven Marketing Strategies have a significant positive effect on CE and Market Performance. CE partially mediates the AI-DMS–Market Performance relationship, whereas Technological Readiness serves as a significant moderator, amplifying the positive influence of AI-DMS on Market Performance in technologically prepared SMEs
Conclusion: The study concludes that SMEs can enhance market outcomes by integrating AI-driven marketing initiatives with CE practices supported by technological readiness. These findings provide both theoretical and managerial insights for leveraging AI to achieve superior business performance in SMEs.
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