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All Journal Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Efendri Waruwu
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Sammajiva: Jurnal Penelitian Bisnis dan Manajemen

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Leveraging AI-Driven Marketing For Ethical Branding In MSMES Efendri Waruwu; Selvi Agustina
Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Vol. 1 No. 2 (2023): Juni : SAMMAJIVA : Jurnal Penelitian Bisnis dan Manajemen
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/sammajiva.v1i2.946

Abstract

This research aims to explore the utilization of AI-driven marketing strategies for fostering ethical branding in Micro, Small, and Medium Enterprises (MSMEs). The research model adopts a qualitative approach, employing in-depth interviews with key stakeholders and content analysis of marketing campaigns. A purposive sampling technique is utilized to select participants from diverse MSMEs. Data analysis involves thematic analysis, identifying patterns and themes related to sustainability, AI integration, and ethical branding practices. The study reveals that MSMEs can effectively leverage AI-driven marketing to enhance their ethical branding initiatives, fostering consumer trust and loyalty while contributing to sustainable development goals. This research underscores the importance of ethical branding strategies driven by AI technologies in enhancing the sustainability agenda within MSMEs.
Co-Authors Selvi Agustina