INASJIF
Vol 4 No 2 (2026): Indonesian Scientific Journal of Islamic Finance

TOWARD A HIERARCHICAL ARCHITECTURE OF AI-ENABLED MARKETING CAPABILITY IN SMES: A SYSTEMATIC LITERATURE REVIEW AND THEORY-DEVELOPMENT AGENDA

Dias Setianingsih (Universitas Jenderal Soedirman & Universitas Islam Negeri Prof. KH. Saifuddin Zuhri Purwokerto)
Najmudin Najmudin (Universitas Jenderal Soedirman)
Weni Novandari (Universitas Jenderal Soedirman & Universitas Islam Negeri Prof. KH. Saifuddin Zuhri Purwokerto)
Parno Parno (Universitas Jenderal Soedirman & Universitas Islam Negeri Prof. KH. Saifuddin Zuhri Purwokerto)
Ubaidillah Ubaidillah (Universitas Jenderal Soedirman & Universitas Islam Negeri Prof. KH. Saifuddin Zuhri Purwokerto)



Article Info

Publish Date
26 Jun 2026

Abstract

This study develops a taxonomy of AI-Enabled Marketing Capability (AIMC) in Small and Medium Enterprises (SMEs) and proposes a future research agenda for capability-based digital marketing research. Using the PRISMA 2020 protocol and the taxonomy development procedure of Nickerson et al. (2013), this systematic literature review synthesizes 42 peer-reviewed articles indexed in Scopus and Web of Science published between 2019 and 2025. The findings identify eight AIMC dimensions organized into four hierarchical tiers: Core, Contextual, Peripheral, and Contested dimensions. The study clarifies the distinction between AI tool adoption and AIMC as an organizational capability and integrates Dynamic Capability Theory, Resource-Based View, and Augmentation Theory into a coherent theoretical framework. The review further proposes a conceptual pathway linking AIMC, Digital Platform Capability, Digital Marketing Performance, and Market Turbulence. This study contributes to the literature by providing a reproducible taxonomy, reducing conceptual ambiguity, and offering a theory-development agenda for future empirical research, particularly in SME and Islamic digital economy contexts.

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Journal Info

Abbrev

INASJIF

Publisher

Subject

Economics, Econometrics & Finance

Description

INASJIF (Indonesian Scientific Journal of Islamic Finance) published by Department of Islamic Banking, The Faculty of Islamic Economic and Business, State Islamic University of Sultan Aji Muhammad Idris Samarinda. The subject covers both textual and empirical, as well as classical and contemporary ...