The Adoption of Artificial Intelligence in SMEs Social Media Marketing: Study of Organisational Routines
This thesis explores how new ventures develop routines for using artificial intelligence (AI) in social media marketing. As AI tools become more accessible, many small companies begin using them without formal rules or training. The study focuses on small and medium-sized enterprises (SMEs) in the early stages of development and examines how AI use begins and spreads within teams. The research is
