The increasing ubiquity of Artificial Intelligence (AI) chatbots across a variety of sectors has
sparked a burgeoning interest in deciphering the determinants that govern their adoption …

Digitalisasi menjadi kebutuhan penting bagi UMKM agar dapat bertahan dalam persaingan
yang semakin ketat. Implementasi transformasi digital dapat meningkatkan efisiensi …

Social media plays a crucial role in modern healthcare by promoting patient engagement,
facilitating communication among professionals, and serving as a platform for health …

Purpose This study explores the mediating role of marketing management in the relationship
between online presence and product innovation among Small and Medium Enterprises …

The Covid-19 pandemic has had a negative impact on MSMEs, and has encouraged
MSMEs to be more creative in trying to maintain and develop their business during the …

This study investigates the intricate relationship between marketing capabilities, resource
orchestration capacity, and firm performance within the context of contemporary business …

This research seeks to examine the interaction between customer value analytics (CVA) and
performance of SMEs through the Resource-Based View (RBV) theory's viewpoint. In this …

The emergence of e-commerce reshaped the traditional trade models, also playing a
significant role in meeting the UN sustainable development goals. According to the UN …

Carbon trading is an emerging economic activity and research area significantly
underserved in African countries, particularly Sub-Saharan Africa (SSA). As such, studies …

Innovative marketing (IM) drives success in small and medium enterprises (SMEs); however,
the impact of sales promotions (SPs) remains a double-edged sword. This is the crux of this …