Understanding The Readiness of SMEs In Adopting AI in SMM: A Study on B2B Companies In Karachi
Abstract/Description
The growth of SMM and technology related to the digital marketing domain with Artificial Intelligence has motivated extensive research. This working paper intends to understand the acceptability and level of awareness of the adoption of SMM with AI by SMEs. The phenomenon needs to be studied as it is in the exploratory phase particularly the B2B sector where the literature in the Pakistani context is scant, hence phenomenology study directs the research methodology. The innovation diffusion theory will be used as an underpinning theory to understand the nuances of the SMEs in readiness to adopt AI-embedded SMM for their marketing purposes.
Track
Marketing
Session Number/Theme
1C: Marketing
Session Chair
Prof. Dr. Muqqadas Rehman ; Dr. Amber Gul Rashid
Start Date/Time
30-5-2024 1:50 PM
End Date/Time
30-5-2024 3:20 PM
Location
MCS-5, AMAN-CED Building
Recommended Citation
Zaidi, E. (2024). Understanding The Readiness of SMEs In Adopting AI in SMM: A Study on B2B Companies In Karachi. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2024/program/14
COinS
Understanding The Readiness of SMEs In Adopting AI in SMM: A Study on B2B Companies In Karachi
MCS-5, AMAN-CED Building
The growth of SMM and technology related to the digital marketing domain with Artificial Intelligence has motivated extensive research. This working paper intends to understand the acceptability and level of awareness of the adoption of SMM with AI by SMEs. The phenomenon needs to be studied as it is in the exploratory phase particularly the B2B sector where the literature in the Pakistani context is scant, hence phenomenology study directs the research methodology. The innovation diffusion theory will be used as an underpinning theory to understand the nuances of the SMEs in readiness to adopt AI-embedded SMM for their marketing purposes.
