Enhancing Competitiveness of E-commerce and the Online Retail Industry via Social Media: Evidence from an AI-Integrated Routine Model
Rizwan Raheem Ahmed, Dalia Streimikiene, Justas Streimikis
Keywords:
AI-integrated routine model, social media efficiency, personality traits, cognitive
factors, social influence, Machine learning algorithm, competitiveness
Abstract:
This paper examines the connections between social media efficiency and the AI-integrated
routine model and its dimensions (content analysis, social influence, and demographics),
enhancing the competitiveness of online retail and the e-commerce industry. The mediation of
personality traits, motivations, and cognitive aspects is further examined in this study. The study
also measures the moderation of machine learning algorithms between social media efficiency
and AI-integrated routine models and how it enhances e-commerce and retail industry
competitiveness. The structured and modified questionnaire was used to collect 487 responses
from the e-commerce and online retail industries of China, Pakistan, India, and the United
States. The researchers used Smart-PLS 4.0 software to execute the PLS-SEM modelling. The
study’s conclusions showed that the AI-integrated model significantly and positively impacts
social media efficiency, which enhances the competitiveness of the e-commerce and online
retail industry. The findings further revealed that demographics, social influence, and content
analysis substantially and positively influence the AI-integrated routine model. The study also
showed that personality traits, motivations, and cognitive elements significantly moderate
exogenous and endogenous variables and mediate them in many serial modes. Finally, it is
concluded that machine learning algorithms significantly and positively moderate the
relationship between the efficiency of social media and AI-integrated routine models. These
findings have substantial theoretical and management ramifications for future researchers and
industry practitioners. Industry practitioners can use effective strategies to enhance e-commerce
and online retail competitiveness.
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 Enhancing Competitiveness of E-commerce and the Online Retail Industry via Social Media: Evidence from an AI-Integrated Routine Model [PDF file] [Filesize: 738.45 KB]
 10.7441/joc.2024.04.03
Raheem Ahmed, R., Streimikiene, D., & Streimikis, J. (2024). Enhancing Competitiveness of E-commerce and the Online Retail Industry via Social Media: Evidence from an AI-Integrated Routine Model. Journal of Competitiveness, 16(4), 44-59. https://doi.org/10.7441/joc.2024.04.03
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