The impact of AI-supported marketing capabilities and analytics on SMEs' customer agility and marketing performance

Year 2025, Volume: 11 Issue: 1, 1 - 14

Fatma Demirağ

https://doi.org/10.24289/ijsser.1601570

Abstract

This research examines the impact of marketing analytics and artificial intelligence applications on customer agility and marketing performance in businesses that adopt e-commerce. In this quantitative study, data were collected through a questionnaire. Data collected from 227 managers online were analyzed using the Smart PLS method. The study concluded that marketing analytics and AI-supported marketing capabilities affect customer agility and marketing performance. It is also concluded that customer agility has an impact on marketing performance. In addition, the results show that customer agility is a mediator of the effects of AI-supported marketing capabilities and analytics on marketing performance. It offers concrete suggestions for businesses, facilitating decision-making processes, and demonstrates how digital marketing strategies can be employed more effectively. The study also makes an academic contribution by analyzing the relationship between digital transformation and marketing capabilities, thus guiding future research.

Keywords

AI-supported marketing capabilities, Marketing analytics, Customer agility, Marketing performance

E-ticareti Benimseyen KOBİ'lerde Yapay Zeka Destekli Pazarlama Yeteneklerinin, Pazarlama Analitiğinin Müşteri Çevikliği ve Pazarlama Performansı Üzerindeki Etkisi

Abstract

Bu çalışma, sosyoloji alanında müfredat çalışmalarına katkıda bulunmuş kadın düşünürleri incelemek amacıyla nitel araştırma yöntemlerinden biri olan doküman analizi tekniği kullanılarak yürütülen bir araştırmadır. Analitik ve yapay zeka uygulamalarının kullanımı, günümüz pazarlama performansını iyileştirmek için bir öncül olarak önemli hale gelmiştir. Bu araştırma, e-ticareti benimseyen işletmelerde pazarlama analitiğinin ve yapay zeka uygulamalarının müşteri çevikliği ve pazarlama performansı üzerindeki etkisini incelemeyi amaçlamaktadır. Bu nicel çalışmada, veriler bir anket yoluyla toplanmıştır. 227 yöneticiden çevrimiçi olarak toplanan veriler Smart PLS yöntemi ile analiz edilmiştir. Çalışma, pazarlama analitiğinin ve yapay zeka destekli pazarlama yeteneklerinin müşteri çevikliğini ve pazarlama performansını etkilediği sonucuna varmıştır. Ayrıca müşteri çevikliğinin pazarlama performansı üzerinde bir etkisi olduğu sonucuna varılmıştır. Ayrıca sonuçlar, müşteri çevikliğinin yapay zeka destekli pazarlama teknolojilerinin ve pazarlama analitiğinin pazarlama performansı üzerindeki etkisinin bir aracı olduğunu göstermektedir. Çalışmanın sınırlılıkları vardır. Gelecekteki araştırmaların çok kültürlü ülkelerden veri toplaması, kültürler arası karşılaştırmalı analizler yürütmesi, daha uzunlamasına bir çalışma yürütmesi ve e-ticareti benimseyen KOBİ'ler için endüstri, süreç, zaman veya ilgili teknoloji gibi değişkenlerin etkilerini daha fazla araştırması önerilmektedir. E-ticareti benimseyen işletmelerin pazarlama analitiğini ve yapay zeka platformlarını nasıl benimsediğini ve bu teknolojilerin müşteri çevikliğine ve pazarlama performansına nasıl katkıda bulunduğunu anlamak faydalı olacaktır. Bu araştırma, dijital pazarlama literatürünü zenginleştirecek ve uygulayıcılara karar alma süreçlerinde rehberlik edecek değişkenleri analiz ederek değer sağlamaktadır.

Keywords

Yapay Zeka Destekli Pazarlama Yetenekleri, Pazarlama Analitiği, Müşteri Çevikliği, Pazarlama

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