Exploration on digital marketing as business strategy model among Malaysian entrepreneurs via neurocomputing

Hazrita Ab Rahim, Shafaf Ibrahim, Saadi Bin Ahmad Kamaruddin, Nor Azura Md. Ghani, Ismail Musirin

Abstract


Artificial Intelligence is great when it comes to routine activities and vast amounts of data are analyzed. This can be done more quickly and efficiently than men. In the world of digital marketing, Artificial Intelligence is quickly coming into play. With Artificial Intelligence joining the digital marketing environment, predicting user behavior, search cycles, and much more will be easier. This can support websites that are highly user-friendly for organizations. Moreover, with the aid of Artificial Intelligence, content creation has become a faster and easier task for brands. Practically, a company's degree of enterprise marketing can have an effect on its overall business efficiency. Entrepreneurial marketing is driven by entrepreneurial opportunities which involves the proactive identification and exploitation of opportunities for acquiring and retaining profitable customers through Digital approaches to risk management, resource leveraging and value creation. This research was done by collecting data using semi structure questionnaire distributed to 169 start up owners in Klang Valley area. Using two-layer 6-3-1 with hyperbolic tangent-purelin configurations neural network model, it was found that proactiveness, risk taking, resource leveraging, opportunity focus, intensity and value add are the significant factors towards digital marketing respectively. It is expected that the findings would give some inputs to the Malaysian entrepreneurs on innovative digital marketing in their businesses, regardless the sizes.

Keywords


Artificial neural network, Business performance, Digital marketing, Entrepeneurship, Klang valley

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DOI: http://doi.org/10.11591/ijai.v9.i1.pp18-24
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