IMPACT OF ARTIFICIAL INTELLIGENCE ON INFORMED BUSINESS DECISIONS USING SOCIAL MEDIA APPS IN INDIA: A TOE FRAMEWORK ANALYSIS
DOI:
https://doi.org/10.29121/ijetmr.v12.i(4SE).2025.1592Keywords:
Artificial Intelligence, Technology-Organization-Environment (Toe) Framework, Business IntelligenceAbstract
This study examines how Indian businesses leverage artificial intelligence (AI) tools integrated with social media applications to enhance decision-making processes. Using the Technology-Organization-Environment (TOE) framework, the research identifies key factors influencing AI adoption for business intelligence derived from social media platforms in the Indian market. A quantitative approach was employed utilizing structured questionnaires distributed to 400 business professionals across diverse industries in major Indian metropolitan areas. Respondents represented organizations of varying sizes from small, medium, and large enterprises. Regression was used to analyze relationships between TOE dimensions and business decision-making performance metrics.
Businesses actively employing AI-powered social media analytics reported 28% more informed strategic decisions and 33% improved market responsiveness compared to non-adopters. The study's cross-sectional design limits causal inferences, and the focus on metropolitan regions may not represent rural business contexts. Future longitudinal research should explore implementation effectiveness across different geographical and cultural contexts within India's diverse business ecosystem.
Findings provide a decision-making framework for Indian businesses considering AI implementation for social media intelligence. Key success factors include investing in AI training programs, establishing clear data governance policies, and strategically aligning AI capabilities with business objectives. The research highlights the importance of contextualizing global AI solutions to address specific market dynamics and consumer behavior patterns. This research represents the first comprehensive analysis applying the TOE framework to examine AI-powered social media analytics in the Indian business context. The study bridges literature gaps between technological capability, organizational readiness, and environmental factors shaping AI adoption for business intelligence in emerging markets.
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