An Integrated Social Media, AI, and Data Analytics Marketing Capability Model for Enhancing MSME Performance and SDG Achievement
An integrated marketing capability model is developed and empirically tests to explain how Social Media Marketing Capability, Artificial Intelligence Marketing Capability, and Data Analytics Capability jointly influence the marketing performance of MSMEs.
Nur Fitriayu Mandasari, Wahdaniaht Wahdaniah, Ayyub Yunus
· Vifada Management and Social... · 0 citations