Artificial Intelligence Personalized Marketing Content and Consumer Behavior in Nigerian SMEs

Fri, 06 Feb 2026 00:00:00 +0700

Purpose: This study examined how AI-driven personalization of digital marketing content influences consumer behavior in Nigerian Small and Medium Enterprises (SMEs).

Research Methodology: A Systematic Literature Review (SLR) of 30 empirical studies published between 2015 and 2025 was performed. Data were sourced from peer-reviewed journal articles, conference papers, review studies, and industry reports that specifically examined AI-driven personalized marketing tools, particularly, product recommendation systems.

Results: The findings indicate that 60% of the reviewed studies reported moderate-to-high adoption of AI-driven personalized recommendation systems among digitally mature Nigerian SMEs in the retail and e-commerce sectors. Across studies, AI-enabled personalization produced an average 15.8% increase in consumer purchase intention, with a strong mean correlation (r = 0.60) between personalized product recommendations and purchase intentions.

Conclusions: AI-driven personalization significantly improves marketing effectiveness and positively shapes consumer purchase intentions in Nigerian SMEs.

Limitations: The exclusive use of secondary data and SLR-based synthesis limits the generalizability and real-time assessment of AI adoption and its impact on consumer behavior.

Contributions: This study consolidates empirical evidence on AI-personalized marketing in Nigerian SMEs, highlighting its impact on consumer purchase intention, while underscoring the need to address adoption barriers and ensure ethical data practices.

The Impact of Competence and Work Discipline on Employee Performance at XLSmart

Broto Wiyono, Sri Wahyuningsih, Yeti Rohayati, Dwiwahjuni Wulandari — Tue, 13 Jan 2026 00:00:00 +0700

Purpose: This study aims to examine the effect of competence and work discipline on employee performance at XLSmart Jakarta. The focus is to understand how these two human resource dimensions contribute to organizational success in a highly competitive business environment

Research Methodology: The research adopts a quantitative approach with descriptive and verificative methods. The population consists of 400 employees, and a sample of 80 respondents was determined using the Slovin formula. Data were collected through questionnaires and analyzed using SPSS version 25. Validity and reliability tests confirmed that all indicators were appropriate and consistent for measuring the study variables.

Results: The findings show that both competence and work discipline have a significant positive effect on employee performance. The regression model Y = 26.423 + 0.226X1 + 0.178X2 explains that improvements in competence and discipline lead to better performance outcomes. The coefficient of determination (R²) of 0.627 indicates that 62.7% of performance variance is explained by competence and discipline, while 37.3% is due to other factors not investigated in this study.

Conclusions: Competence and discipline are essential drivers of employee performance. Organizations need to strengthen training programs and enforce discipline consistently to maximize productivity.

Limitations: This study is limited to one company and uses cross-sectional data, which may restrict generalizability.

Contribution: Explain how this study can contribute. To whom, what study area, discipline, etc.

Annals of Management and Organization Research

Artificial Intelligence Personalized Marketing Content and Consumer Behavior in Nigerian SMEs

The Impact of Competence and Work Discipline on Employee Performance at XLSmart