@article{ART003135752},
author={Kim Ik-Su and Son Su-Yeon and Son Myeoung-Seop and Shin Sung-Su and Bak Young-Sik and Lee Eun-Kyoung and Song Seok-Dong},
title={The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services},
journal={Industry Promotion Research},
issn={2466-1139},
year={2024},
volume={9},
number={4},
pages={17-28},
doi={10.21186/IPR.2024.9.4.017}
TY - JOUR
AU - Kim Ik-Su
AU - Son Su-Yeon
AU - Son Myeoung-Seop
AU - Shin Sung-Su
AU - Bak Young-Sik
AU - Lee Eun-Kyoung
AU - Song Seok-Dong
TI - The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services
JO - Industry Promotion Research
PY - 2024
VL - 9
IS - 4
PB - Industrial Promotion Institute
SP - 17
EP - 28
SN - 2466-1139
AB - Recent advancements in AI have significantly transformed corporate marketing strategies, benefiting SMEs as well. While government support services play a key role in promoting firm & startup growth, research on optimizing their effectiveness remains limited. This study examines the sequential mediating roles of absorptive capacity & government support services in enhancing AI marketing outcomes using Hayes' (2018) Process Macro Model 6. Results show that while AI marketing does not directly impact competitive performance or government support services, it positively influences absorptive capacity, which in turn positively affects government support services & competitive performance. The findings highlight the importance of firms enhancing their absorptive capacity & efficiently using government support, while governments should design more effective support programs & policies for firms to fully leverage these resources.
KW - Artificial Intelligence Marketing;Absorptive Capacity;Government Support Services;Competitive Advantage;Small Businesses
DO - 10.21186/IPR.2024.9.4.017
ER -
Kim Ik-Su, Son Su-Yeon, Son Myeoung-Seop, Shin Sung-Su, Bak Young-Sik, Lee Eun-Kyoung and Song Seok-Dong. (2024). The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services. Industry Promotion Research, 9(4), 17-28.
Kim Ik-Su, Son Su-Yeon, Son Myeoung-Seop, Shin Sung-Su, Bak Young-Sik, Lee Eun-Kyoung and Song Seok-Dong. 2024, "The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services", Industry Promotion Research, vol.9, no.4 pp.17-28. Available from: doi:10.21186/IPR.2024.9.4.017
Kim Ik-Su, Son Su-Yeon, Son Myeoung-Seop, Shin Sung-Su, Bak Young-Sik, Lee Eun-Kyoung, Song Seok-Dong "The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services" Industry Promotion Research 9.4 pp.17-28 (2024) : 17.
Kim Ik-Su, Son Su-Yeon, Son Myeoung-Seop, Shin Sung-Su, Bak Young-Sik, Lee Eun-Kyoung, Song Seok-Dong. The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services. 2024; 9(4), 17-28. Available from: doi:10.21186/IPR.2024.9.4.017
Kim Ik-Su, Son Su-Yeon, Son Myeoung-Seop, Shin Sung-Su, Bak Young-Sik, Lee Eun-Kyoung and Song Seok-Dong. "The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services" Industry Promotion Research 9, no.4 (2024) : 17-28.doi: 10.21186/IPR.2024.9.4.017
Kim Ik-Su; Son Su-Yeon; Son Myeoung-Seop; Shin Sung-Su; Bak Young-Sik; Lee Eun-Kyoung; Song Seok-Dong. The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services. Industry Promotion Research, 9(4), 17-28. doi: 10.21186/IPR.2024.9.4.017
Kim Ik-Su; Son Su-Yeon; Son Myeoung-Seop; Shin Sung-Su; Bak Young-Sik; Lee Eun-Kyoung; Song Seok-Dong. The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services. Industry Promotion Research. 2024; 9(4) 17-28. doi: 10.21186/IPR.2024.9.4.017
Kim Ik-Su, Son Su-Yeon, Son Myeoung-Seop, Shin Sung-Su, Bak Young-Sik, Lee Eun-Kyoung, Song Seok-Dong. The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services. 2024; 9(4), 17-28. Available from: doi:10.21186/IPR.2024.9.4.017
Kim Ik-Su, Son Su-Yeon, Son Myeoung-Seop, Shin Sung-Su, Bak Young-Sik, Lee Eun-Kyoung and Song Seok-Dong. "The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services" Industry Promotion Research 9, no.4 (2024) : 17-28.doi: 10.21186/IPR.2024.9.4.017
