Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal Of Economic Sciences (Ekuisci)
Ahmed H A Albawwab
Universitas Islam Indonesia, Yogyakarta
Economics, Econometrics & Finance

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AI Search Exposure And Behavioral Intentions: Toward A Conceptual Framework For SME Marketing In Indonesia Ahmed H A Albawwab
Jurnal Ekuisci Vol 3 No 6 (2026): Vol 3 No 6 July 2026
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/ekuisci.v3i6.1230

Abstract

Background. The rapid proliferation of AI-mediated search tools has fundamentally transformed how consumers discover and evaluate products online. Aims. Despite growing evidence of AI's influence on digital consumer behavior, a significant conceptual gap persists regarding how AI search exposure shapes behavioral intentions—particularly purchase and recommendation intentions—among consumers encountering Small and Medium Enterprise (SME) products. Methods. This systematic literature review synthesizes 20 scholarly sources published between 2020 and 2026, including peer-reviewed journal articles, institutional reports, and working papers, retrieved from Scopus and Google Scholar databases, to examine the relationship between AI search exposure and consumer behavioral intentions in SME marketing contexts. Following PRISMA 2020 guidelines, this review identifies three key themes: (1) AI search as a novel consumer touchpoint that reshapes discovery and evaluation processes; (2) trust and perceived credibility as central mechanisms linking AI exposure to behavioral outcomes; and (3) the unique vulnerabilities and opportunities that AI-mediated search presents for SMEs operating in digital markets. Result. This paper proposes a conceptual framework positioning AI search exposure as an antecedent of purchase and recommendation intention, mediated by consumer trust and perceived AI credibility. Conclusion. Theoretical propositions are developed to guide future empirical research. Implication. Implications for SME marketing strategy in Indonesia are discussed, with particular attention to E-E-A-T optimization strategies.
AI Search Visibility And Brand Trust Formation: A Conceptual Framework For Startups In The Indonesian Digital Market Ahmed H A Albawwab
Jurnal Ekuisci Vol 3 No 6 (2026): Vol 3 No 6 July 2026
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/ekuisci.v3i6.1233

Abstract

Background. The rapid proliferation of artificial intelligence (AI)-mediated search environments has fundamentally restructured how consumers discover and evaluate brands in digital markets. Despite growing scholarly attention to AI as an operational marketing tool, a critical gap persists regarding its role as a brand trust-building signal — particularly for startups and unknown brands that lack established reputational capital. Aims. This paper addresses two interrelated gaps: the absence of a conceptual framework examining AI search visibility as a trust signal, and the neglect of startups as a distinct context in AI marketing research. Methods. Using a conceptual research design grounded in systematic literature synthesis, this paper integrates Trust Transfer Theory, Signaling Theory, and the Elaboration Likelihood Model to develop a conceptual framework that explains how AI search visibility shapes brand trust formation. Four theoretical propositions are developed: AI search visibility positively influences brand trust (P1); brand trust enhances purchase intention (P2) and recommendation intention (P3); and collectivist cultural orientation moderates the relationship between AI search visibility and trust (P4). Conclusion. The Indonesian digital market provides the contextual grounding, given its collectivist orientation, dynamic startup ecosystem, and rapidly growing AI adoption. Implementation. Findings offer theoretical extensions and practical implications for startup brand strategy in algorithm-mediated marketplaces.
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