Wael Basri
2020
Citations
4
Influential Citations
33
Citations
Journal
Int. J. Comput. Intell. Syst.
Abstract
Purpose: To examine the impact of artificial intelligence-assisted social media marketing (AISMM)on the performance of startup businesses of small andmedium enterprises (SMEs) in Saudi Arabia. Design/methodology/approach: A survey technique was employedwhereby primary and secondary datawas collected, analyzed, and interpreted. Participants involved business operators or employees of start-up businesses and SMEs in the Saudi Arabian context. Data were analyzed by using partial least squarestructure equation modeling (PLS-SEM). Findings: AISMM, which exhibits an increasing trend among start-up businesses and SMEs in Saudi Arabia, accounts for an overall increase in the number of customers and customer bases—and an additional tertiary effect of increased profitability. AISMM increases the effective business management and SMEs performance (SMEP). Moreover, effective business management increases the SMEP Originality/value: This study is quite unique as it is investigated that AISMM practices has significant role to enhance SMEP in which effective business management playing a mediating role. Implications: The practitioners can get help from this study to increase the performance by decreasing various problems of marketing by using AISMM.