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Cogent Business & Management | article | This study investigates the effect of AI-driven segmentation, targeting and positioning on the financial performance of SMMEs and the mediating role of AI-driven consumer insight. Utilising a quantitative, cross-sectional research design, data were collected from 295 SMMEs and analysed using the PROCESS macro. The study proposes that AI-driven marketing strategies enhance financial performance through enhanced customer intelligence. The overall model explains a substantial 62.97% of the variance in financial performance. Specifically, AI-driven segmenta
Artificial intelligence-driven segmentation, targeting and positioning and SMMEs financial performance
Cogent Business & Management | article | This study investigates the effect of AI-driven segmentation, targeting and positioning on the financial performance of SMMEs and the mediating role of AI-driven consumer insight. Utilising a quantitative, cross-sectional research design, data were collected from 295 SMMEs and analysed using the PROCESS macro. The study proposes that AI-driven marketing strategies enhance financial performance through enhanced customer intelligence. The overall model explains a substantial 62.97% of the variance in financial performance. Specifically, AI-driven segmenta