IDEAS home Printed from https://ideas.repec.org/a/vrs/poicbe/v18y2024i1p2353-2364n1036.html
   My bibliography  Save this article

The Role of AI in Content Development among Romanian Small Businesses

Author

Listed:
  • Tulbure Adriana

    (Transilvania University of Brașov, Brașov/România)

  • Popescu Anca

    (Transilvania University of Brașov, Brașov/România)

  • NeacȘu Nicoleta Andreea

    (Transilvania University of Brașov, Brașov/România)

Abstract

Small businesses can use content marketing to create and provide information that is both interesting and valuable for potential customers. Moreover, the benefits it brings include the cultivation of brand loyalty, a way to differentiate from competitors, stimulating sales while cultivating emotional connections, and delivering targeted messages. Particularly for small companies, content marketing represents a way to reach a target market and grow in a sustainable rhythm. The article explores the role of artificial intelligence (AI) in creating content for Romanian small businesses. The research focused on identifying the types of AI tools used and the challenges and benefits of adopting AI for content development. A quantitative market research was performed among a sample of Romanian small businesses to identify opinions and practices regarding AI tools. The findings show that there is a significant adoption rate of AI tools, which positively impacts content production efficiency. Despite the challenges of initial investment costs and the steep learning curve, the strategic integration of AI has notably enhanced operational efficiencies and competitive positioning in the digital market. The research contributes to a better understanding of the effects brought by AI usage on content development, underlining the need for investing in technology in order to grow and remain relevant in the market.

Suggested Citation

  • Tulbure Adriana & Popescu Anca & NeacȘu Nicoleta Andreea, 2024. "The Role of AI in Content Development among Romanian Small Businesses," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 18(1), pages 2353-2364.
    • Handle: RePEc:vrs:poicbe:v:18:y:2024:i:1:p:2353-2364:n:1036
    DOI: 10.2478/picbe-2024-0199
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/picbe-2024-0199
    Download Restriction: no
    File URL: https://libkey.io/10.2478/picbe-2024-0199?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Spanos, Manos, 2021. "Brand storytelling in the age of artificial intelligence," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(1), pages 6-13, June.
    2. Scuotto, V & Nicotra, M. & Del Giudice, M. & Krueger, N. & Gregori, G.L., 2021. "A microfoundational perspective on SMEs’ growth in the digital transformation era," Journal of Business Research, Elsevier, vol. 129(C), pages 382-392.
    3. Campbell, Colin & Sands, Sean & Ferraro, Carla & Tsao, Hsiu-Yuan (Jody) & Mavrommatis, Alexis, 2020. "From data to action: How marketers can leverage AI," Business Horizons, Elsevier, vol. 63(2), pages 227-243.
    4. Kraus, Mathias & Feuerriegel, Stefan & Oztekin, Asil, 2020. "Deep learning in business analytics and operations research: Models, applications and managerial implications," European Journal of Operational Research, Elsevier, vol. 281(3), pages 628-641.
    5. Ida Merete Enholm & Emmanouil Papagiannidis & Patrick Mikalef & John Krogstie, 2022. "Artificial Intelligence and Business Value: a Literature Review," Information Systems Frontiers, Springer, vol. 24(5), pages 1709-1734, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Popescu Anca, 2023. "The Role Of Artificial Intelligence In Digital Marketing Strategies," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 127-134, June.
    2. Stefan Feuerriegel & Mateusz Dolata & Gerhard Schwabe, 2020. "Fair AI," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 62(4), pages 379-384, August.
    3. Gahm, Christian & Uzunoglu, Aykut & Wahl, Stefan & Ganschinietz, Chantal & Tuma, Axel, 2022. "Applying machine learning for the anticipation of complex nesting solutions in hierarchical production planning," European Journal of Operational Research, Elsevier, vol. 296(3), pages 819-836.
    4. Roberto Moro-Visconti & Salvador Cruz Rambaud & Joaquín López Pascual, 2023. "Artificial intelligence-driven scalability and its impact on the sustainability and valuation of traditional firms," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-14, December.
    5. Kaffash, Sepideh & Nguyen, An Truong & Zhu, Joe, 2021. "Big data algorithms and applications in intelligent transportation system: A review and bibliometric analysis," International Journal of Production Economics, Elsevier, vol. 231(C).
    6. Abdelhamid Zaidi & Samuel-Soma M. Ajibade & Majd Musa & Festus Victor Bekun, 2023. "New Insights into the Research Landscape on the Application of Artificial Intelligence in Sustainable Smart Cities: A Bibliometric Mapping and Network Analysis Approach," International Journal of Energy Economics and Policy, Econjournals, vol. 13(4), pages 287-299, July.
    7. Ballantine, Joan & Boyce, Gordon & Stoner, Greg, 2024. "A critical review of AI in accounting education: Threat and opportunity," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 99(C).
    8. repec:iim:iimawp:14638 is not listed on IDEAS
    9. Bhattacharya, Sourabh & Govindan, Kannan & Ghosh Dastidar, Surajit & Sharma, Preeti, 2024. "Applications of artificial intelligence in closed-loop supply chains: Systematic literature review and future research agenda," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 184(C).
    10. Justyna Łapińska & Iwona Escher & Joanna Górka & Agata Sudolska & Paweł Brzustewicz, 2021. "Employees’ Trust in Artificial Intelligence in Companies: The Case of Energy and Chemical Industries in Poland," Energies, MDPI, vol. 14(7), pages 1-20, April.
    11. Zhao, Taiyang & Ran, Yaxuan & Wu, Banggang & Lynette Wang, Valerie & Zhou, Liying & Lu Wang, Cheng, 2024. "Virtual versus human: Unraveling consumer reactions to service failures through influencer types," Journal of Business Research, Elsevier, vol. 178(C).
    12. Li, Chia-Ying & Zhang, Jin-Ting, 2023. "Chatbots or me? Consumers’ switching between human agents and conversational agents," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    13. Justina Sidlauskiene & Yannick Joye & Vilte Auruskeviciene, 2023. "AI-based chatbots in conversational commerce and their effects on product and price perceptions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    14. Raeesi, Ramin & Sahebjamnia, Navid & Mansouri, S. Afshin, 2023. "The synergistic effect of operational research and big data analytics in greening container terminal operations: A review and future directions," European Journal of Operational Research, Elsevier, vol. 310(3), pages 943-973.
    15. Md. Iftekharul Alam Efat & Petr Hajek & Mohammad Zoynul Abedin & Rahat Uddin Azad & Md. Al Jaber & Shuvra Aditya & Mohammad Kabir Hassan, 2024. "Deep-learning model using hybrid adaptive trend estimated series for modelling and forecasting sales," Annals of Operations Research, Springer, vol. 339(1), pages 297-328, August.
    16. Kriebel, Johannes & Stitz, Lennart, 2022. "Credit default prediction from user-generated text in peer-to-peer lending using deep learning," European Journal of Operational Research, Elsevier, vol. 302(1), pages 309-323.
    17. Drydakis, Nick, 2024. "Artificial Intelligence Capital and Employment Prospects," GLO Discussion Paper Series 1408, Global Labor Organization (GLO).
    18. Pallant, Jason I. & Pallant, Jessica L. & Sands, Sean J. & Ferraro, Carla R. & Afifi, Eslam, 2022. "When and how consumers are willing to exchange data with retailers: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    19. Karimi-Mamaghan, Maryam & Mohammadi, Mehrdad & Jula, Payman & Pirayesh, Amir & Ahmadi, Hadi, 2020. "A learning-based metaheuristic for a multi-objective agile inspection planning model under uncertainty," European Journal of Operational Research, Elsevier, vol. 285(2), pages 513-537.
    20. Ameling, Justus & Gust, Gunther, 2024. "Automated feeder routing for underground electricity distribution networks based on aerial images," European Journal of Operational Research, Elsevier, vol. 318(2), pages 629-641.
    21. Janssens, Bram & Schetgen, Lisa & Bogaert, Matthias & Meire, Matthijs & Van den Poel, Dirk, 2024. "360 Degrees rumor detection: When explanations got some explaining to do," European Journal of Operational Research, Elsevier, vol. 317(2), pages 366-381.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:poicbe:v:18:y:2024:i:1:p:2353-2364:n:1036. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.