This study was aimed at examining the impact of artificial intelligence (AI) on digital marketing of SMEs in Nigeria. The respondents of this study were SMEs owners in Lagos State, Nigeria. Quantitative and qualitative data was collected with the aid of questionnaire and interview section respectively. Qualitative data was analyzed with thematic analysis while the quantitative data was analyzed with correlation and regression to test the hypothesis generated. This study revealed that the use of AI by SMEs in Nigeria had a positive impact on digital marketing and sales performance. It also identified the major challenge associated with the application of AI in the digital marketing initiatives of Nigerian SMEs to be the lack of AI professionals to facilitate the integration of AI into their digital marketing initiatives.
Inhaltsverzeichnis (Table of Contents)
- 1.0 INTRODUCTION
- 1.1 Background of Study
- 1.2 Research Problem and Justification
- 1.3 Research Aim and Objectives
- 1.3.1 Research Aim
- 1.3.2 Research Objectives
- 1.4 Research Questions
- 1.5 Chapterization Structure of Dissertation
- 2.0 LITERATURE REVIEW
- 2.1 Brief Overview of Marketing
- 2.2 Digital Marketing as a Modern Approach to Marketing
- 2.2.1 Search Engine Optimisation
- 2.2.2 Content Marketing
- 2.2.3 Social Media Marketing
- 2.2.4 Influencer Marketing
- 2.2.5 Email Marketing
- 2.2.6 Challenges Associated with the Use of Digital Marketing
- 2.3 Artificial Intelligence and its Relevance to Digital Marketing
- 2.4 Small and Medium Enterprise
- 2.5 Theoretical Framework
- 2.5.1 Maslow's Hierarchy of Needs
- 2.5.2 Cognitive Dissonance Theory
- 2.5.3 Blue Ocean Theory
- 2.6 Artificial Intelligence on Digital Marketing in the Nigerian Context
- 3.0 METHODOLOGY
- 3.1 Research Philosophy
- 3.1.1 Positivist Research Philosophy
- 3.1.2 Interpretivist Research Philosophy
- 3.1.3 Pragmatic Research Philosophy
- 3.1.4 Rationale Behind the Choice of Research Philosophy
- 3.2 Research Approach
- 3.2.1 Rationale for the Choice of Abductive Approach
- 3.3 Research Strategy
- 3.4 Data Collection
- 3.5 Data Analysis
- 3.6 Ethical Consideration
- 4.0 DATA PRESENTATION, ANALYSIS, AND DISCUSSION
- 4.1 Quantitative Analysis
- 4.1.1 Descriptive Analysis of Questionnaire
- 4.1.2 Statistical Analysis of Questionnaire
- 4.2 Qualitative Analysis
- 4.2.1 Result-generating marketing campaign
- 4.2.2 Reduces Financial Waste
- 4.2.3 Effective and Speedy Connection to Prospective Customers
- 4.2.4 Infrastructural and Regulatory Deficiency
- 4.2.5 Limited Trained and Schooled Digital Marketer and AI Professionals
- 5.0 CONCLUSION AND RECOMMENDATIONS
- 5.1 Summary
- 5.2 Key Findings
- 5.3 Recommendations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to investigate the impact of artificial intelligence (AI) on the digital marketing strategies employed by Small and Medium Enterprises (SMEs) in Nigeria. The research focuses specifically on SMEs located in Lagos State. The study utilizes both quantitative and qualitative data collection methods to achieve a comprehensive understanding of the topic.
- The impact of AI on digital marketing performance of Nigerian SMEs.
- The challenges faced by Nigerian SMEs in adopting and utilizing AI for digital marketing.
- The relationship between AI adoption and sales performance in Nigerian SMEs.
- The role of AI professionals in facilitating AI integration within Nigerian SMEs' digital marketing initiatives.
- An analysis of relevant theoretical frameworks applied to the context of AI and digital marketing in Nigeria.
Zusammenfassung der Kapitel (Chapter Summaries)
1.0 INTRODUCTION: This introductory chapter sets the stage for the entire dissertation. It establishes the context by providing background information on the research topic, clearly articulating the research problem and its significance. The chapter then outlines the research aim and specific objectives, detailing the questions that the research seeks to answer. Finally, it provides a roadmap for the dissertation by describing the structure and content of each chapter.
2.0 LITERATURE REVIEW: This chapter provides a comprehensive review of existing literature relevant to the impact of AI on digital marketing, specifically within the context of Nigerian SMEs. It begins with a broad overview of marketing concepts, transitioning into a discussion of digital marketing and its various components (SEO, content marketing, social media marketing, etc.). The chapter then delves into the role of AI in enhancing digital marketing strategies, exploring its capabilities and applications. A significant portion is dedicated to discussing SMEs and their characteristics, followed by an examination of relevant theoretical frameworks like Maslow's Hierarchy of Needs, Cognitive Dissonance Theory, and Blue Ocean Theory, providing a lens through which the research findings can be interpreted. The chapter concludes with a focus on the Nigerian context, highlighting the specific challenges and opportunities related to AI adoption in the country's SME sector.
3.0 METHODOLOGY: This chapter meticulously details the research design and methodology employed in the study. It articulates the chosen research philosophy (Pragmatic) and justifies this choice based on the research aims and objectives. The chapter also specifies the research approach (Abductive) and strategy, explaining the rationale behind these selections. It thoroughly describes the data collection methods (questionnaires and interviews), emphasizing the steps taken to ensure data quality and reliability. A comprehensive explanation of the data analysis techniques (thematic analysis for qualitative data, correlation and regression analysis for quantitative data) is provided, alongside a discussion of the ethical considerations observed throughout the research process.
4.0 DATA PRESENTATION, ANALYSIS, AND DISCUSSION: This chapter presents the findings of the study. It begins by presenting the quantitative data analysis, including descriptive statistics and inferential statistics such as correlation and regression analysis to test the hypothesis. Following the presentation of quantitative findings, the chapter moves to a detailed analysis of the qualitative data, using thematic analysis to identify recurring themes and patterns. The chapter integrates the findings from both quantitative and qualitative analyses, discussing the implications of the results and relating them back to the literature review and theoretical frameworks presented earlier. The discussion section interprets the data, providing insightful analysis of the relationships between AI adoption, digital marketing effectiveness, and sales performance within Nigerian SMEs.
Schlüsselwörter (Keywords)
Artificial Intelligence, Digital Marketing, Nigerian SMEs, AI adoption, Sales Performance, Digital Marketing Strategies, Qualitative Research, Quantitative Research, Lagos State, Challenges of AI implementation, Theoretical Frameworks.
Frequently asked questions
What is the purpose of this document?
This document provides a comprehensive preview of a research paper. It includes the table of contents, objectives, key themes, chapter summaries, and a list of keywords to give readers an overview of the research.
What is the main research topic?
The main research topic is the impact of artificial intelligence (AI) on the digital marketing strategies of Small and Medium Enterprises (SMEs) in Nigeria, with a specific focus on SMEs in Lagos State.
What are the key objectives of the research?
The key objectives include investigating the impact of AI on digital marketing performance, identifying challenges faced by Nigerian SMEs in adopting AI, exploring the relationship between AI adoption and sales performance, and analyzing the role of AI professionals in facilitating AI integration.
What are the main themes explored in the research?
The main themes include the impact of AI on digital marketing performance, the challenges of AI adoption, the relationship between AI adoption and sales performance, the role of AI professionals, and the application of relevant theoretical frameworks.
Can you summarize the chapter breakdown of the research paper?
Chapter 1.0 (INTRODUCTION): Provides background, problem statement, research aim and objectives, research questions, and dissertation structure. Chapter 2.0 (LITERATURE REVIEW): Reviews existing literature on marketing, digital marketing, AI, SMEs, and relevant theoretical frameworks. Chapter 3.0 (METHODOLOGY): Details the research philosophy, approach, strategy, data collection, data analysis, and ethical considerations. Chapter 4.0 (DATA PRESENTATION, ANALYSIS, AND DISCUSSION): Presents and analyzes quantitative and qualitative data, discussing the implications of the results. Chapter 5.0 (CONCLUSION AND RECOMMENDATIONS): Summarizes the findings, presents key findings, and offers recommendations.
What research methodologies are used in the study?
The study employs a mixed-methods approach, utilizing both quantitative (questionnaires and statistical analysis) and qualitative (interviews and thematic analysis) data collection and analysis techniques.
What is the chosen research philosophy?
The chosen research philosophy is pragmatic research philosophy.
What are some of the keywords associated with this research?
The keywords include Artificial Intelligence, Digital Marketing, Nigerian SMEs, AI adoption, Sales Performance, Digital Marketing Strategies, Qualitative Research, Quantitative Research, Lagos State, Challenges of AI implementation, and Theoretical Frameworks.
What is the theoretical framework used in this research?
The theoretical frameworks include Maslow's Hierarchy of Needs, Cognitive Dissonance Theory, and Blue Ocean Theory.
- Arbeit zitieren
- Adaobi Oti (Autor:in), 2024, The Impact of Artificial Intelligence on Digital Marketing. A Case of Nigerian SMEs, München, GRIN Verlag, https://www.grin.com/document/1550288
