Yaw Awuku-Larbi

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

2023 · Journal of Entrepreneurship in Emerging Economies

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 …