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This Author published in this journals
All Journal International Journal of Artificial Intelligence Research Journal of Consumer Study and Applied Marketing
Sakova, Megha
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Computer Science & IT Electrical & Electronics Engineering Social Sciences

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AI-Powered Decision Support Systems for MSMEs Growth Strategies in Emerging Markets Sakova, Megha; Rahayu, Agus; Wibowo, Lili Adi; Dirgantari, Puspo Dewi
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v8i1.1.1366

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in emerging markets face significant challenges in strategic decision-making due to limited resources and dynamic environments. This study aims to explore the role of AI-Powered Decision Support Systems (AI-DSS) in supporting growth strategies using the dynamic capabilities theory. The study involved 250 food processing business actors who have adopted or considered implementing AI-DSS, with data analysis conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that dynamic capabilities and dynamic environments significantly influence the adoption of AI-DSS, ultimately enhancing business performance. Furthermore, dynamic environments were found to moderate the relationship between dynamic capabilities and AI-DSS adoption, indicating that adaptability to external changes is crucial in maximizing the benefits of AI technology. This research contributes theoretically to the literature on dynamic capabilities and technology while offering practical implications for food processing entrepreneurs and policymakers in emerging markets. The study highlights the importance of developing adaptive capabilities and leveraging AI technology to improve competitiveness amidst ever-changing business dynamics.
The Rise of Brand Love and E-Vocacy in Electric Vehicle Marketing – A Systematic Review Leo, Gundur; Sutrisno, Rivan; Sakova, Megha
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i2.448

Abstract

As the electric vehicle (EV) sector shifts from a niche to a mass market, traditional cognitive-based marketing models are inadequate for explaining deep consumer loyalty. This Systematic Literature Review (SLR) synthesizes the evolution of green marketing stimuli and their impact on consumer advocacy. Adhering to PRISMA guidelines, we analysed 33 high-impact empirical studies (2020–2025) to construct an enhanced Stimulus-Organism-Response (S-O-R) framework integrated with Signalling Theory. The results reveal three critical paradigm shifts. First, generic "Green Marketing" has evolved into specific, high-efficacy signals: Green Innovation (competence), Green Transparency (integrity), and Eco-Prestige (status). Second, the analysis identifies a "Satisfaction Trap," demonstrating that Green Brand Love—an intense emotional attachment—is a significantly stronger predictor of high-value behaviors than cognitive satisfaction. Third, consumer loyalty has shifted from passive repurchase intention to Active Evangelism and E-Vocacy (Electronic Advocacy). The study proposes an Integrated Green Signaling Model that positions Green Trust as a cognitive gateway to Green Brand Love, moderated by Tech-Anxiety. This framework advances prior S-O-R models by explicitly linking signalling efficacy to affective pathways, offering a robust theoretical roadmap for future research in developing markets characterised by infrastructural constraints.
Co-Authors Agus Rahayu Leo, Gundur Lili Adi Wibowo Puspo Dewi Dirgantari Sutrisno, Rivan