IDEAS home Printed from https://ideas.repec.org/a/cvp/aiciss/v3y2025i1id59.html

Impact of Artificial Intelligence on Marketing and Sales of Microenterprises in Sensuntepeque

Author

Listed:
  • Brenda Lisseth Rivas de García

    (Salvadoran Lutheran University)

  • Jefferson Giancarlo Rivas Gutiérrez

    (Salvadoran Lutheran University)

Abstract

This study explores the impact of artificial intelligence (AI) on marketing strategies and business performance of microenterprises in Sensuntepeque, El Salvador. In a context where microenterprises represent 95% of the Salvadoran business fabric, the adoption of AI is crucial to improve their competitiveness. The objective was to determine how AI influences the increase in sales and operational efficiency of these companies. A quantitative approach with a descriptive-correlational design was used, analyzing data from 24 microenterprises through structured questionnaires. The results revealed that AI tools such as Chat GPT and Canva are widely used, with a significant positive correlation between their adoption and increased sales (r = 0.65, p

Suggested Citation

Handle: RePEc:cvp:aiciss:v:3:y:2025:i:1:id:59
DOI: 10.69821/AICIS.v3i1.59
as

Download full text from publisher

File URL: https://plagcis.com/index.php/aicis/article/view/59
File Function: Abstract page
Download Restriction: no
File URL: https://plagcis.com/index.php/aicis/article/download/59/43
File Function: Full text
Download Restriction: no
File URL: https://libkey.io/10.69821/AICIS.v3i1.59?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
---><---

More about this item

Keywords

;
;
;
;
;

Statistics

Access and download statistics

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:cvp:aiciss:v:3:y:2025:i:1:id:59. 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.

We have no bibliographic references for this item. You can help adding them by using 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: Daniel Roman Acosta (email available below). General contact details of provider: https://plagcis.com/index.php/aicis .

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.