Artificial Intelligence in Social Big Data for Business Owners’ Decision-Making

Artificial intelligence (AI) and social big data have transformed the way entrepreneurs analyze information and make business decisions. This study aimed to develop and validate a research model to measure the perceived ease of use and perceived usefulness of social big data, as well as to examine the relationship between artificial intelligence and business decision-making. The study analyzed a sample of 133 entrepreneurs who adopted social media platforms, including Facebook, Instagram, LinkedIn, Messenger, TikTok, Twitter, WhatsApp, and YouTube, to promote and sell their products or services. The findings revealed that perceived ease of use and perceived usefulness positively influence social big data adoption. Specifically, ease of use and perceived usefulness explained 80.4% of the variance in social big data. Furthermore, social big data explained 68.4% of the implementation of artificial intelligence tools. The results also demonstrated a significant positive relationship between social big data and artificial intelligence, while decision-making was explained by 81.4%. The study highlights that increased usability of social media platforms encourages entrepreneurs to generate and share more data, leading to the expansion of social big data. As the amount of generated information increases, artificial intelligence tools such as algorithms, chatbots, recommendation systems, and predictive analytics become essential for processing and transforming data into valuable business knowledge. AI enables entrepreneurs to automate processes, identify patterns, analyze information in real time, and reduce decision-making errors. The research concludes that the integration of artificial intelligence with social big data significantly enhances the effectiveness and agility of business decision-making processes.