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Artificial Intelligence and Online Relationships in Small Businesses
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Author(s): Olga Santos (Instituto Politécnico de Bragança, Portugal), Paula Odete Fernandes (UNIAG, Instituto Politécnico de Bragança, Portugal)and Elaine Scalabrini (UNIAG, Instituto Politécnico de Bragança, Portugal)
Copyright: 2026
Pages: 26
Source title:
Impacts of AI on Human Expression and Relationship Building
Source Author(s)/Editor(s): Jorge Esparteiro Garcia (Polytechnic University of Viana do Castelo, Portugal), Bruno Barbosa Sousa (Polytechinc Institute of Cávado and Ave, Portugal)and Manuel José Serra Fonseca (Polytechnic University of Viana do Castelo, Portugal)
DOI: 10.4018/979-8-3373-8337-8.ch005
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Abstract
The digital transformation of markets has positioned Artificial Intelligence as a key tool in contemporary marketing management. However, small enterprises often face structural constraints that limit their adoption. This chapter analyses the influence of AI on digital marketing strategies in small firms, with a focus on social media. Using quantitative data from Portuguese small enterprises, the results show that the sector of activity significantly influences the adoption of digital marketing strategies. Despite financial and knowledge barriers, most firms recognise AI as increasingly important for improving campaign efficiency, personalising communication and supporting real-time marketing decisions. The study contributes to Marketing 5.0 and 6.0 research by extending the discussion of intelligent marketing to the context of small enterprises and offering practical insights for gradual AI integration.
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