Exploring the adoption of ai for customer engagement marketing by small and medium enterprises in South Africa: A literature review of challenges and opportunities

Khuliso Mapila, Tankiso Moloi

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

In South Africa, small, micro, medium enterprises (SMMEs) are vital. However, majority fail in the first few years from inception due to various factors, more often marketing-related problems. One of the fastest-evolving technologies, artificial intelligence (AI), has enormous potential in marketing. South Africa has low AI adoption rates which limit small businesses' growth, competitiveness and sustainability. This research provides a literature review on the adoption challenges and opportunities within SMMEs for customer engagement marketing. This article conducts a literature review and content analysis. Scopus and Google Scholar are used to identify relevant articles on AI adoption and marketing. The report summarised research quality, data and search results. The results suggest various challenges and opportunities in AI adoption. This research is conceptual, so future studies should validate the proposed challenges and opportunities for South African SMMEs.

Original languageEnglish
Title of host publicationAI in Business and Economics
Publisherde Gruyter
Pages185-199
Number of pages15
ISBN (Electronic)9783110790320
ISBN (Print)9783110790054
DOIs
Publication statusPublished - 23 Sept 2024
Externally publishedYes

Keywords

  • AI adoption
  • SMMEs
  • artificial intelligence
  • customer engagement marketing
  • literature review
  • marketing

ASJC Scopus subject areas

  • General Economics,Econometrics and Finance

Fingerprint

Dive into the research topics of 'Exploring the adoption of ai for customer engagement marketing by small and medium enterprises in South Africa: A literature review of challenges and opportunities'. Together they form a unique fingerprint.

Cite this