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Generative Ai and Entrepreneurial Marketing Performance in E-commerce Firms

Year: 2026
Type: article
Study design: Observational Study
Abstract: With the arrival of generative AI, most e-commerce businesses have shifted from seeing it as a novelty to a necessity, but it remains unclear how to fully leverage its marketing potential. This study examines Generative AI as a strategic asset with implications for Entrepreneurial Marketing Performance that are mediated by a sequence of organizational capabilities, based on Dynamic Capability Theory. Specifically, it builds and tests a model in which generative AI adoption increases Content Capabilities and Market Sensing, which in turn leads to greater Brand Visibility and ultimately to even better marketing outcomes as generative AI adoption is translated into these capabilities; and Digital Orientation conditions the extent to which Generative AI Adoption is translated to Content Capabilities and Market Sensing. The model is tested using a cross-sectional survey of owners, managers and marketing professionals from e-commerce companies in Pakistan and using PLS-SEM with direct effects, serial mediation and moderation tests. The results indicate that Generative AI Adoption has a significant impact on Content Capabilities and Market Sensing, which in turn have a significant impact on Brand Visibility, which in turn, along with a direct effect of AI adoption, has a significant impact on Entrepreneurial Marketing Performance. There are two confirmed serial pathways and the capability building effects of AI adoption are additionally enhanced by Digital Orientation. The study contributes to the Dynamic Capability Theory in the era of Generative AI and provides an evidence-based roadmap for entrepreneurs in emerging digital markets to transform the investment in AI into customer engagement and competitive advantage, through the indirect pathways. Keywords: Generative AI Adoption; Entrepreneurial Marketing Performance; Content Capabilities; Market Sensing; Brand Visibility; Digital Orientation; Dynamic Capability Theory; E-Commerce.
Language: English
Open Access status: diamond
OpenAlex ID: W7221738716
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