AI-Driven Marketing Solutions For Ethical Product Branding In MSMES
DOI:
https://doi.org/10.61132/lokawati.v1i4.855Keywords:
Sustainability, AI-driven marketing, Ethical product branding, MSMEs, Qualitative researchAbstract
This research aims to explore the efficacy of AI-driven marketing solutions in facilitating ethical product branding within Micro, Small, and Medium Enterprises (MSMEs). The research adopts a descriptive model, employing purposive sampling to gather data from a diverse range of MSMEs engaged in ethical product branding practices. Data analysis utilizes thematic analysis to identify patterns and insights from qualitative data. The study aims to unveil the impact of AI-driven marketing strategies on enhancing sustainability and ethical branding efforts among MSMEs. Results are expected to shed light on the effectiveness of these solutions in fostering responsible consumerism and promoting sustainable business practices within the MSME sector, thereby contributing to the discourse on ethical marketing and sustainable development.
Downloads
References
Abdollahi, A., Haghighi, P. D., & Venkatesh, V. G. (2021). A review of artificial intelligence in marketing: Academic literature, practitioner insights, and future research directions. Journal of Business Research, 128, 489-507.
Bartikowski, B., Walsh, G., Beatty, S. E., & Azab, A. (2020). Environmental marketing and sustainable branding: A systematic review of research and practice between 2000 and 2019. Journal of Business Research, 113, 131-144.
Benardi Benardi, Mohammad Chaidir, Yessica Amelia, & Farah Qalbia. (2022). Sustainable Digital Marketing Strategies for Enhancing Micro, Small and Medium Enterprises Product Branding. Proceeding of The International Conference on Economics and Business, 1(1), 244–252. https://doi.org/10.55606/iceb.v1i1.373
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Sage Publications.
Dangelico, R. M., & Pujari, D. (2010). Mainstreaming green product innovation: Why and how companies integrate environmental sustainability. Journal of Business Ethics, 95(3), 471-486.
Denzin, N. K., & Lincoln, Y. S. (2018). The Sage handbook of qualitative research (5th ed.). Sage Publications.
Ekawahyu Kasih, Cahyatih Kumandang, & Grace Yulianti. (2022). Exploration of Sustainable Digital Marketing Approaches for Amplifying Micro, Small and Medium Enterprises Product Branding. Proceeding of The International Conference on Economics and Business, 1(1), 263–271. https://doi.org/10.55606/iceb.v1i1.375
Fosso Wamba, S., Akter, S., Edwards, A., Chopin, G., & Gnanzou, D. (2017). How 'big data' can make big impact: Findings from a systematic review and a longitudinal case study. International Journal of Production Economics, 183, 319-330.
Grace Yulianti, Eri Kusnanto, Mia Christy Patricia, & Seger Santoso. (2022). Sustainability and Digital Marketing in Uplifting Micro, Small and Medium Enterprises Product Branding: An Investigative Study. Proceeding of The International Conference on Economics and Business, 1(1), 253–262. https://doi.org/10.55606/iceb.v1i1.374
Grace Yulianti, Mia Christy Patricia, & Eri Kusnanto. (2022). Sustainable Digital Marketing Models for Uplifting Micro, Small and Medium Enterprises Product Branding. Proceeding of The International Conference on Economics and Business, 1(2), 932–941. https://doi.org/10.55606/iceb.v1i2.378
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59-82.
Hagiu, A., & Wright, J. (2020). Marketplaces with AI. Harvard Business Review, 98(6), 118-127.
Mia Christy Patricia, Muhammad Rizal, Muhamad Chaidir, & Ruslaini Ruslaini. (2022). Exploring the Role of Artificial Intelligence in Fostering Ethical Business Practices: Insights from Digital Marketing Advancements in Indonesia. Proceeding of The International Conference on Economics and Business, 1(1), 272–280. https://doi.org/10.55606/iceb.v1i1.376
Mohamad Chaidir, Ruslaini Ruslaini, & Seger Santoso. (2022). The Ethical Implications of AI-Driven Digital Marketing Development : A Qualitative Study in the Indonesian Business Landscape. Proceeding of The International Conference on Economics and Business, 1(1), 283–292. https://doi.org/10.55606/iceb.v1i1.377
Mohr, J., Sengupta, S., & Slater, S. (2020). Marketing of high-technology products and innovations (3rd ed.). Pearson Education Limited.
Ruslaini. (2021, January 15). Establishing Sustainable Practices on Micro, Small and Medium Enterprises (MSMEs) to Advance Indonesia’s Economic Growth. Available at SSRN: https://ssrn.com/abstract=3787801
Schaltegger, S., Hansen, E. G., & Lüdeke-Freund, F. (2018). Business models for sustainability: A co-evolutionary analysis of sustainable entrepreneurship, innovation, and transformation. Organization & Environment, 31(1), 21-46.
Wajong, B. E. R., Irawan, D., Wylen, & Bernarto, I. (2020). Persepsi Karyawan pada CSR, Keterlibatan Karyawan, dan Kepemimpinan Etis pengaruhnya terhadap Kreatifitas Karyawan. JURNAL ADMINISTRASI BISNIS, 10(2), 72–79. https://doi.org/10.35797/jab.v10.i2.72-79
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
