000			10125nam a22002657a 4500
008			201210b2024 a|||f bm|| 00| 0 eng d
024	7		_a0009-0004-3562-6502 _2ORCID
040			_aEG-CaNU _cEG-CaNU
041	0		_aeng _beng _bara
082			_a685.4
100	0		_aMohammad Ahmmad Solaiman Ahmmad _93576
245	1		_aA Strategy for Leveraging AI-Powered Social Listening Technologies to enhance Marketing Strategies for Small and Medium E-commerce Businesses in Egypt _c/Mohammad Ahmmad Solaiman Ahmmad
260			_c2024
300			_a117 p. _bill. _c21 cm.
500			_3Supervisor: Tarek Khalil
502			_aThesis (M.A.)—Nile University, Egypt, 2024 .
504			_a"Includes bibliographical references"
505	0		_aContents: Acknowledgments ………………………………………………………...………………i Declaration………………………………………………………………...………………ii Abstract ……..……………………………………………......……….…………….……iii Table of content ...………………………………………………………...………………iv List of Figures ………………………………………………………..…………...….vii List of Tables ………..……………………………………………......………….….viii List of Abbreviation…………………………………………………….....……...…..…ix 1. Introduction .................................................................................................................... 1 1.1 Background..........................................................................................................................1 1.2 E-commerce in egypt: a unique landscape...........................................................................2 1.3 Central issues and importance of marketing strategies .......................................................2 1.4 Leveraging ai-powered social listening technologies .........................................................2 1.5 Importance and impact ........................................................................................................3 1.6 Definitions and overview ....................................................................................................3 2. AI in Egyptian SMEs marketing: a comprehensive review ............................................ 4 2.1 Small and medium enterprises ............................................................................................4 2.2 SMEs contribution to the GDP ...........................................................................................5 2.3 The economic landscape of egypt .......................................................................................6 2.4 The power of smes in egypt ................................................................................................6 2.5 About e-commerce...............................................................................................................6 2.6 E-commerce in the era of covid-19......................................................................................7 2.7 A global perspective on e-commerce ..................................................................................7 2.8 E-commerce in egypt: a transformative evolution...............................................................7 2.9 E-commerce growth and its drivers ....................................................................................8 2.10 Egypt's thriving e-commerce market ................................................................................8 2.11 Key statistics on egypt's e-commerce ...............................................................................9 v 2.12 Opportunities for SMEs ....................................................................................................9 2.13 Challenges faced by SMEs in e-commerce sector...........................................................11 2.14 Strengths and weaknesses of smes in the economy ........................................................11 2.15 Marketing ........................................................................................................................13 2.16 Artificial intelligence (AI) ...............................................................................................14 2.17 Evolution and development of ai in marketing ...............................................................14 2.18 Case studies of ai in marketing .......................................................................................15 2.19 AI use cases in e-commerce ............................................................................................16 2.20 Social listening ................................................................................................................19 2.21 The evolution of social listening through AI ..................................................................19 2.22 Definition and overview of ai-powered social listening technologies ............................21 2.23 Effective social listening can change the game of competition – case studies ...............21 2.24 Impact on marketing strategies .......................................................................................24 2.25 Adoption of ai-powered social listening in smes ............................................................25 2.26 Factors influencing the adoption of ai technologies in smes...........................................26 2.27 Barriers for smes in adopting ai-powered social listening ..............................................26 2.28 Benefits of ai-powered social listening technologies ......................................................27 2.29 Social listening tools: in-depth exploration ....................................................................28 3. Research methodology ................................................................................................. 33 3.1 Problem statement .............................................................................................................34 3.2 Research questions.............................................................................................................34 3.3 Objectives of the study ......................................................................................................36 3.4 The significance of the research work ..............................................................................37 3.5 Research methods .............................................................................................................37 4. Results and discussions ................................................................................................ 49 4.1 Preface ...............................................................................................................................49 4.2 Adoption of AI-powered social listening Technologies in Egyptian SMEs .....................50 4.3 Perceived Benefits and Opportunities ...............................................................................58 4.4 Challenges and Obstacles .................................................................................................62 4.5 Survey & Interview Recommendations for AI Social Listening in SMEs ………..…… 65 vi 4.6 Proposed Strategy .............................................................................................................66 4.7 Discussion .........................................................................................................................68 5. Conclusion and recommendations................................................................................ 70 6. Bibliography ................................................................................................................ 73 Appendices .................................................................................................................... 80
520	3		_aAbstract: Egyptian small and medium-sized enterprises (SMEs) in the e-commerce sector face significant challenges in competing effectively due to limited resources and a rapidly changing digital landscape. Traditional marketing strategies often fail to keep pace with evolving consumer preferences and intense competition, hindering the marketing efforts of these businesses. This research aims to investigate the adoption of AI-powered social listening among Egyptian ecommerce SMEs, identifying the key challenges and opportunities specific to this context. The objective is to propose a tailored strategy to guide the effective implementation of this technology, enhancing the marketing strategies of these enterprises. A mixed-methods approach was employed in this study, combining quantitative data from surveys with qualitative insights gathered through interviews with SME owners and marketing managers. The findings revealed a considerable gap between the perceived benefits of AIpowered social listening—such as gaining deeper customer insights and improving brand reputation—and the challenges faced by SMEs. These challenges include financial constraints, a lack of expertise, and technological readiness. Based on the research findings, this study proposes a strategy designed to address the identified challenges. The strategy aims to guide Egyptian SMEs through the AI adoption process, unlocking the potential of AI-powered social listening to optimize their marketing strategies and enable them to thrive in the digital era. Keywords: AI-powered social listening, Egyptian SMEs, e-commerce marketing, adoption strategy, challenges, opportunities.
546			_aText in English, abstracts in English and Arabic
650		4	_aMOT _9309
655		7	_2NULIB _aDissertation, Academic _9187
690			_aMOT _9309
942			_2ddc _cTH
999			_c10903 _d10903