TOE Factors, AI Marketing Adoption, Knowledge Sharing and Business Performance Among Malaysian SMEs: A Conceptual Review

Nur Liyana Johari, Sharifah Zannierah Syed Marzuki, Norulhuda Tajuddin, Nor Hidayatun Abdul Razak

Abstract

This study adopts a conceptual review approach to examine the relationships between Technology–Organization–Environment (TOE) factors, AI marketing adoption, knowledge sharing, and business performance among Malaysian SMEs. Drawing on existing literature, the study identifies key research gaps and develops an integrated conceptual framework that combines the TOE framework with knowledge-sharing theory. While prior studies have primarily focused on the determinants of technology adoption, limited attention has been given to understanding how AI marketing adoption contributes to business performance and the organisational mechanisms through which value is created. By positioning knowledge sharing alongside AI marketing adoption, this study extends existing literature and provides a more comprehensive explanation of how Malaysian SMEs may transform technological adoption into meaningful business outcomes. The proposed framework offers a foundation for future empirical research and provides insights for SME managers and policymakers seeking to accelerate digital transformation initiatives.

Keywords: Artificial Intelligence, AI Marketing, TOE Framework, Knowledge Sharing, Business Performance, Malaysian SMEs