Leveraging AI for sustainable marketing: A case study of social media strategies in Indian MSMEs

This study investigates the integration of Artificial Intelligence (AI) into marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) in India. It explores how AI enables resource optimization, dynamic customer engagement, and market adaptability while fostering sustainable business practices. The research aims to provide actionable insights into overcoming barriers to digital adoption and achieving long-term resilience in MSMEs. A mixed-methods approach was adopted, combining quantitative analysis using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with qualitative insights from case studies of Indian MSMEs. The study reveals that AI adoption enhances marketing efficiency and sustainability by facilitating predictive analytics, customer segmentation, and social media optimization.