Effects of Information Technology and Artificial Intelligence on Marketing Strategies of Wholesale and Retail Businesses in Vietnam

Abstract

During industry 4.0, Information technology and AI (artificial intelligence) has various applications in many industries including whole businesses in Vietnam. Wholesale firms can take advantage of email marketing, website, social media, online advertising, etc. To expand markets especiall under covid 19 effects.

Using a one factor model, this paperwork estimates the impacts of the size of firms’ competitors in the wholesale and retail industry on the market risk level, measured by equity and asset beta,  of 9 listed companies in this category.

This study identified that the risk dispersion level in this sample study could be minimized in case the competitor size doubles (measured by asset beta var of 0,0243).

Beside, the empirical research findings show us that asset beta max value increases from 0,640 to 1,044 when the size of competitor doubles. Last but not least, most of beta values are acceptable.

Finally we recommend some digital marketing solutions and benefits for this sector.