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All Journal Journal of Management and Social Sciences Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen Jurnal Kewirausahaan dan Manajemen Bisnis CUAN Jurnal Riset Manajemen Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Akuntansi: Jurnal Riset Ilmu Akuntansi
Selvi Agustina
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Transportation

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Journal : Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan

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Ethical Business Practices And AI-Driven Marketing For Product Branding In MSMEs Selvi Agustina
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 1 No. 2 (2023): APRIL : Maeswara
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v1i2.858

Abstract

This research aims to investigate the integration of ethical business practices and AI-driven marketing strategies for product branding within Micro, Small, and Medium Enterprises (MSMEs). The study adopts a qualitative approach, utilizing semi-structured interviews and content analysis. A purposive sampling technique will be employed to select participants from diverse MSMEs. Data will be analyzed thematically to identify patterns and insights regarding the implementation and impact of ethical practices and AI-driven marketing on branding strategies. The findings are expected to provide nuanced understandings of the challenges, opportunities, and outcomes associated with integrating ethical principles and AI technologies in MSMEs' branding endeavors, offering valuable insights for both practitioners and scholars in the field of marketing and business ethics.
Co-Authors Dian Harmonia Efendri Waruwu Erwin Ernestus Kadar Slamet Taufan Herjanto Tursinah Anggendari