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THE MORDERATING IMPACT OF ARTIFICIAL INTELLIGENCE AND BIG DATA
ANALYTICS APPLICATION ON THE RELATIONSHIP BETWEEN DYNAMIC
MARKETING CAPABILITIES AND EXPORT PERFORMANCE OF SMALL AND
MEDIUM-SIZED ENTERPRISES IN VIETNAM

2
Nguyen Xuan Hung* , Nguyen Trung Kien , Vo Nguyen Phuong 2
1
1, 3 National Economics University, Hanoi, Vietnam.
2 Global Technology Solutions Vietnam Joint Stock Company, Hanoi, Vietnam
(*E-mail: hungnx@neu.edu.vn)

ABSTRACT
Amidst global economic volatility and rapid digitalization, artificial intelligence and
big data analytics (AIBDA) are fundamentally transforming marketing paradigms for
export-oriented firms. This study investigates the moderating role of AIBDA integration in
the relationship between Dynamic Marketing Capabilities (DMCs) and Export
Performance (EP) among 308 Small and Medium-sized Enterprises (SMEs) in Vietnam.
Utilizing multiple linear regression, the analysis reveals that Market Orientation Capability
(MOC) and New Product Development Capability (NPDC) significantly enhance EP.
Conversely, Customer Relationship Management (CRMC) and Brand Management (BMC)
do not exhibit statistically significant direct effects. Crucially, the results highlight that
AIBDA integration strengthens the positive impact of both MOC and BMC on export
success. These findings contribute to the literature by reconciling the nexus between
DMCs and EP through a technological lens, offering strategic insights for SMEs to leverage
AIBDA for competitive advantage in international markets.
Keywords: Artificial intelligence; big data analytics; dynamic capabilities view;
dynamic marketing capabilities; export performance.

1. Introduction
The Fourth Industrial Revolution, powered by Artificial Intelligence and Big Data
Analytics (AIBDA), is fundamentally reshaping global business competition. Beyond
managing data complexity, AIBDA empowers firms to transform vast datasets into
actionable insights, optimizing performance and strategic decision-making (Latifian, 2024;
Mogaji et al., 2020; Zong et al., 2025). For Small and Medium-sized Enterprises (SMEs),
these technologies are vital, enabling them to overcome resource constraints and
compete internationally without prohibitive investments in analytical infrastructure
(Latifian, 2024).
Simultaneously, rising geopolitical tensions and economic sanctions have
heightened the vulnerability of international trade, disrupting supply chains and market
access (Dayangan & Aykol, 2024; Jeong et al., 2022). To navigate this instability, SMEs
must cultivate Dynamic Marketing Capabilities (DMCs)—cross-functional processes that
deliver superior value by sensing and responding to market shifts (Hoque et al., 2020).
DMCs allow firms to proactively seize opportunities and implement effective marketing
strategies, thereby driving Export Performance (EP) (Hoque et al., 2020). Despite the
established links between DMCs and EP (Hoque, 2020; Cataltepe, 2022; Saeed et al., 2023;
Khraim, 2024), and the proven benefits of AIBDA for innovation and competitive
advantage (Yu et al., 2025; Awan et al., 2025; Song & Liao, 2025), a critical research gap

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