Speaker
Description
Bisong, J. A.
Department of Business Education, Federal College of Education (Technical) Ekiadolor, Benin-City, Edo State
bisongjoshua69@gmail.com
Track: AI, Emerging Technologies and Future Learning
This study examined the influence of artificial intelligence (AI) tools and social media usage on the entrepreneurial performance of Domino’s Pizza in Benin Metropolis, Edo State, Nigeria. Specifically, the study investigated the effects of AI-powered marketing and personalisation, AI-based customer service systems, advertising and promotions, and customer engagement on entrepreneurial performance. The study was anchored on the Technology Acceptance Model (TAM), which explains the adoption and utilisation of technological innovations in organisations. A descriptive survey research design was adopted, and a census of 45 employees from the two Domino’s Pizza outlets in Benin Metropolis was conducted. Data were collected using a structured questionnaire validated by experts, with reliability coefficients ranging from 0.77 to 0.83. Data were analysed using multiple regression analysis with SPSS Version 22. Findings revealed that Advertising and Promotions (β = 0.509, p = 0.001) and Customer Engagement (β = 0.344, p = 0.027) had significant positive effects on entrepreneurial performance. Conversely, AI-Powered Marketing and Personalisation (β = –0.173, p = 0.130) and AI-Based Customer Service Systems (β = 0.143, p = 0.205) did not significantly influence entrepreneurial performance. The findings suggest that social media-driven customer interaction contributes more substantially to entrepreneurial performance than standalone AI applications within the study context. The study concludes that the effectiveness of AI tools depends largely on their strategic integration with customer-oriented business practices. It recommends sustained investment in social media advertising, promotional activities, and customer engagement strategies, alongside the adoption of AI technologies that complement human interaction to enhance entrepreneurial outcomes.