Year: 2026 | Month: June | Volume: 13 | Issue: 6 | Pages: 439-455
DOI: https://doi.org/10.52403/ijrr.20260644
Prioritizing Critical Success Factors for Artificial Intelligence (AI) Adoption in Marketing among Small and Medium Sized Enterprises in Vietnam
Nguyen Thi Thai Ha1
School of Economics, Hanoi University of Industry, Hanoi, Vietnam.
Corresponding Author: Nguyen Thi Thai Ha
ABSTRACT
Artificial Intelligence (AI) has become an important driver of marketing innovation and digital transformation. However, small and medium sized enterprises (SMEs) often face resource constraints that make it difficult to identify and prioritize the factors necessary for successful AI adoption. This study aims to identify and prioritize the critical success factors for AI adoption in marketing among Vietnamese SMEs. Based on the Technology Organization Environment (TOE) framework, thirteen initial factors were identified from the literature and evaluated through a two round Delphi process involving 22 experts. Five factors were eliminated, resulting in eight validated success factors. The Fuzzy Analytic Hierarchy Process (Fuzzy AHP) was subsequently applied to determine their relative importance using expert judgments. The findings indicate that Data quality is the most important factor, followed by Leadership commitment and AI skills. These three factors account for more than 72% of the total weight, highlighting the importance of reliable data, managerial support, and organizational competencies in AI implementation. The study contributes to the AI adoption literature by providing a prioritized evaluation of success factors and extends the application of the TOE framework in the context of SMEs. The findings also offer practical guidance for managers seeking to allocate resources effectively and enhance AI adoption outcomes.
Keywords: Artificial Intelligence adoption; Marketing; Small and Medium Sized Enterprises (SMEs); Critical Success Factors; TOE Framework; Fuzzy AHP.