The Efficacy of Artificial Intelligence (AI) Adoption in Enhancing Social Media Marketing Creativity for Micro, Small, and Medium Enterprises (MSMEs) in North Sumatra: A Comprehensive Investigation
DOI:
https://doi.org/10.63935/5xxqda48Keywords:
Artificial Intelligence, Social Media Marketing, Marketing Creativity, MSMEs, North SumatraAbstract
This research investigates the efficacy of Artificial Intelligence (AI) adoption in enhancing social media marketing creativity among Micro, Small, and Medium Enterprises (MSMEs) in North Sumatra. It examines how AI tools influence ideation, content generation, and strategic execution of marketing campaigns. Amidst digital transformation, social media platforms are crucial for MSMEs, and AI offers transformative potential for optimizing marketing efforts and fostering creativity. Despite AI's growing recognition, empirical evidence on its impact on MSME marketing creativity, especially in developing economies, remains limited, highlighting a gap in understanding its nuanced influence beyond mere automation. Employing a qualitative descriptive approach, this study utilizes semi-structured interviews to explore the lived experiences of MSME representatives, analyzing themes related to AI adoption, marketing creativity, and productivity. Preliminary quantitative data from 350 respondents indicates varying levels of AI usage across regions, with social media marketing widely adopted but direct AI application for product design less prevalent. Findings suggest that AI integration significantly enhances ideation, content originality, and strategic campaign alignment, positioning AI as a catalyst for creativity and marketing productivity for resource-limited MSMEs. This study contributes empirically by quantifying AI's impact, demonstrating its role as a strategic partner in unlocking creative expression and driving superior marketing outcomes for MSMEs in North Sumatra.
Downloads
References
Awuah, G. K., & Cloete, E. (2017). Social media marketing adoption and use by small and medium enterprises (SMEs). International Journal of Small Business and Entrepreneurship Research, 5(2), 58–72.
Bughin, J., Hathway, R., & Manyika, J. (2018). Artificial intelligence: The next digital frontier? McKinsey Global Institute. https://www.mckinsey.com/~/media/mckinsey/featured%20insights/artificial%20intelligence/artificial%20intelligence%20the%20next%20digital%20frontier/ai-the-next-digital-frontier-report.pdf
Cao, L., Liu, J., & Song, Z. (2020). The role of artificial intelligence in business innovation: A review and research agenda. International Journal of Information Management, 54, Article 102136. https://doi.org/10.1016/j.ijinfomgt.2020.102136
Daugherty, P. R., & Wilson, H. J. (2018). Human + machine: Reimagining work in the age of AI. Harvard Business Review Press.
Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi,
R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B., Lal, B., Lucini, B., … Williams, M. D. (2021). Artificial intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, Article 101994. doi.org
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation. Field Methods, 18(1), 59–82. doi.org
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Schwaiger, L., & Wells, D. (2015). New trends in social media marketing. Journal of Service Management, 26(1), 1–23. https://doi.org/10.1108/JOSM-03-2014-0075
Huang, M.-H., & Rust, R. T. (2020). Artificial intelligence in service. Journal of Service Research, 23(2), 155–172. doi.org
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.10.003
Khatri, R., Sharma, S., & Raj, R. (2021). Artificial intelligence in marketing: A review of literature and future research agenda. Journal of Strategic Marketing, 29(1), 45–68. https://doi.org/10.1080/0965254X.2020.1768642
PwC. (2022). The economic economic impact of artificial intelligence. PwC. www.pwc.co.uk
Sandelowski, M. (2000). Whatever happened to qualitative description? Research in Nursing & Health, 23(4), 334–340. doi.org<334::AID-NUR9>3.0.CO;2-G
Setyorini, D., Tirtayasa, S., & Khair, H. (2023). The effect of brand image and customer relationship on customer loyalty mediated by customer satisfaction at Primary School Al-Ulum. Jurnal Ekonomi, 12(01), 531–541.
Siddiqui, S. A., Rana, N. M., Waseem, M., & Khan, A. N. (2022). The impact of artificial intelligence on business performance: A systematic literature review. Journal of Business Research, 144, 659–673. https://doi.org/10.1016/j.jbusres.2022.02.032
Soto, P., Ruiz-Palomino, P., & Barroso, C. (2021). Artificial intelligence in marketing: A systematic review and future research agenda. Journal of Business Research, 133, 371–381. https://doi.org/10.1016/j.jbusres.2021.04.030
Surya, I. B. K. R., Yasa, N. P. S., Rahmayanti, D., & Mendra, A. K. (2021). The effect of digital marketing on brand image and customer loyalty of MSMEs. International Journal of Advanced Trends in Computer Science and Engineering, 10(1.3), 20–24. https://doi.org/10.30534/ijnatcsce/2021/0210132021
Tirtayasa, S., Nadra, I., & Khair, H. (2021). Strategi pemasaran terhadap peningkatan kinerja UMKM dimoderasi teknologi pada masa Pandemi Covid-19. Jurnal Ilmiah Manajemen Dan Bisnis, 22(2), 244–259. doi.org
Tirtayasa, S., & Rahmadana, M. F. (2023). Mediating effect of product innovation on market orientation and marketing performance of SME’s during the COVID-19 pandemic in Indonesia. International Information and Engineering Technology Association (IIETA), 18(2), 393–399. doi.org
Tirtayasa, S., Yusri, M., & Rinaldi, M. (2022). Business strategies of MSMEs during COVID-19, Deli Serdang, Indonesia. KnE Social Sciences, 434–441. doi.org
UNCTAD. (2020). Technology and innovation report 2021: Catching technological waves - Innovation with equity. United Nations Conference on Trade and Development. unctad.org
Verma, S., Sharma, M., & Singh, S. (2022). The impact of artificial intelligence on creativity and innovation in digital marketing. Journal of Marketing Research & Analysis, 9(1), 28–39.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 ACHMAD PUARIESTHAUFANI N, Satria Tirtayasa (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
