Artificial Intelligence (AI) offers significant benefits for organizations by resolving various issues, but its adoption is not always smooth, particularly for small and medium enterprises (SMEs) with limited budgets. While the drivers and barriers to AI adoption have been extensively studied,...

Given the mediating role of value co-creation, this paper tries to demonstrate how social network marketing (SNM) could influence consumer purchase behavior (CPB). The proposed hypotheses are empirically tested in this study using a PLS-SEM and Necessary Condition Analysis (NCA) method...