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Chatbots and AI-Based Marketing as a Digital Marketing Communication Strategy for SMEs in Africa: Conceptual Framework

In: Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa

Author

Listed:
  • Antoinette Yaa Benewaa Gabrah

    (Academic City University College
    Ghana Communication Technology University
    Durban University of Technology)

  • George Oppong Ampong

    (Ghana Communication Technology University)

  • Emelia Amoako Asiedu

    (Ghana Communication Technology University, Department of Marketing)

Abstract

Chatbots and AI-based marketing go beyond basic communication by personalising the customer experience. These digital marketing tactics have become the new norm for firms, particularly SMEs in emerging markets. This study, therefore, focuses on the market outcome of chatbot and AI-based marketing, as well as the challenges faced in implementing chatbot and AI-based marketing as a digital marketing communication strategy. This objective was achieved via a review of the literature. This study proposes that, in the implementation of chatbots and AI-based marketing as a digital marketing communication strategy, infrastructural deficits, skills gap, and data privacy concerns are the main challenges faced by SMEs. The study further demonstrates that customer engagement, cost efficiency, and market reach expansion are key market outcome derived by firms that implement chatbot and AI-based marketing. The study suggests that government and private organisations must prioritise investments in digital infrastructure to address connectivity issues faced by SMEs to ensure improved market outcomes.

Suggested Citation

  • Antoinette Yaa Benewaa Gabrah & George Oppong Ampong & Emelia Amoako Asiedu, 2026. "Chatbots and AI-Based Marketing as a Digital Marketing Communication Strategy for SMEs in Africa: Conceptual Framework," Springer Books, in: Emelia Amoako Asiedu & Richard Kofi Asravor & Robert Ebo Hinson & George Oppong Ampong (ed.), Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa, chapter 14, pages 307-329, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-14174-3_14
    DOI: 10.1007/978-3-032-14174-3_14
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