Effect of Artificial Intelligence and Digital Marketing on Performance of Small and Medium Enterprises in Nigeria

Abstract

This study examined the effect of artificial intelligence and digital marketing on performance of small and medium enterprises in Anambra State, Nigeria. Two hypotheses were formulated to guide the investigation and the statistical test of parameter estimates was conducted using least squares regression model. Survey design was adopted and data for the study was obtained through questionnaire survey administered to some selected SMEs in Awka Anambra State, Nigeria. Using Least Squares Regression Model, the findings of the study indicate that artificial intelligence and digital marketing have positive and significant effect on performance of small and medium enterprises in Anambra State, Nigeria. Based on this, the study concludes that the use of artificial intelligence and digital marketing have enabled the performance of small and medium enterprises. In lieu of the findings of the study, the study recommends the need to investigate the barriers to AI adoption among SMEs, including financial and infrastructural constraints, to develop tailored support mechanisms. Also, the study offers policy recommendations to authorities on how to promote digital marketing and provide financial and technical assistance to SMEs in this vital area in order to harvest its full productivity.