Barriers for Adopting Artificial Intelligence in Digital Marketing of SMEs
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F22%3A43905891" target="_blank" >RIV/60076658:12510/22:43905891 - isvavai.cz</a>
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Barriers for Adopting Artificial Intelligence in Digital Marketing of SMEs
Popis výsledku v původním jazyce
Purpose: This study addresses the barriers SMEs face when adopting AI in digital marketing.Design/methodology/approach: The study is based on an extensive literature review conducted through the lens of theextended Technology-Organization Environment (TOE) framework .Findings: Literature review highlights several significant barriers to AI adoption relating to technology, organization,environment, and data in SMEs. AI technologies are promising for SMEs' growth and performance; however, the apparentand perceived barriers faced by SMEs hinder AI adoption in their digital marketing efforts.Practical implications: This study is useful for SME researchers who aim to escalate SME marketing performance withnew advancements in technology, particularly the usage of AI for business and digital marketing.Originality/value: Numerous studies have addressed the barriers to adopting AI in various sectors. However, the barriers toadopting AI in digital marketing for SMEs are not well researched; thus, this study focuses on this area of study. This paperpresents an integrated framework for an empirical study to quantify the barriers to AI adoption in SME digital marketing.
Název v anglickém jazyce
Barriers for Adopting Artificial Intelligence in Digital Marketing of SMEs
Popis výsledku anglicky
Purpose: This study addresses the barriers SMEs face when adopting AI in digital marketing.Design/methodology/approach: The study is based on an extensive literature review conducted through the lens of theextended Technology-Organization Environment (TOE) framework .Findings: Literature review highlights several significant barriers to AI adoption relating to technology, organization,environment, and data in SMEs. AI technologies are promising for SMEs' growth and performance; however, the apparentand perceived barriers faced by SMEs hinder AI adoption in their digital marketing efforts.Practical implications: This study is useful for SME researchers who aim to escalate SME marketing performance withnew advancements in technology, particularly the usage of AI for business and digital marketing.Originality/value: Numerous studies have addressed the barriers to adopting AI in various sectors. However, the barriers toadopting AI in digital marketing for SMEs are not well researched; thus, this study focuses on this area of study. This paperpresents an integrated framework for an empirical study to quantify the barriers to AI adoption in SME digital marketing.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
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OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
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Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2022
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
Proceedings of the 40th International Business Information Management Association (IBIMA
ISBN
979-8-9867719-0-8
ISSN
2767-9640
e-ISSN
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Počet stran výsledku
10
Strana od-do
184-193
Název nakladatele
International Business Information Management Association
Místo vydání
Seville
Místo konání akce
Seville, Spain
Datum konání akce
23. 11. 2022
Typ akce podle státní příslušnosti
WRD - Celosvětová akce
Kód UT WoS článku
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