ItemArticle

Harnessing mobile multimedia for entrepreneurial innovation and sustainable business growth

Title
Harnessing mobile multimedia for entrepreneurial innovation and sustainable business growth
Creator
Jafri, Samreen; Upreti, Kamal; Bhardwaj, Rishu; Verma, Balraj; Jain, Rituraj
Description
This research investigates the role of mobile multimedia platforms and artificial intelligence (AI) in driving innovation and ensuring the sustainability of entrepreneurial businesses, focusing particularly on technology acquisition, integration, and infrastructure. For data collection, the study employed a quantitative research design and surveyed 150 Indian technology firms that had adopted mobile multimedia applications. Structural equation modeling was used to analyze the data, supported by descriptive statistics, correlation, regression analysis, and mixed methods to understand the adoption and use of digital technologies for innovation activities. The results show that AI-driven applications, when combined with multimedia content and real-time analytics, significantly enhance entrepreneurial innovation by improving operational efficiency, increasing customer engagement, and facilitating expansion into new international markets. Companies utilizing mobile multimedia platforms gain a competitive advantage, translating into long-term business growth and sustainability. This research contributes to the literature on AI and entrepreneurship in the context of digital transformation, highlighting the need for startups to invest in AI-enabled mobile technologies. It equally serves policymakers by informing the regulation of an environment that promotes innovation and business sustainability through digital initiatives. This research addresses a significant gap in the literature by providing evidence on how AI acts as a driver of change and provides insight into the adoption of new technologies in the context of entrepreneurship, an area that remains largely underexplored. 2025, Society of Sytematic Innovation. All rights reserved.
Source
International Journal of Systematic Innovation;Volume;9;Issue;4;pp.54-70
Date
01-01-2025
Publisher
Society of Sytematic Innovation
Subject
Artificial Intelligence; Digital Transformation; Innovation Management; Mobile Multimedia Systems; Sustainable Business Models
Coverage
Jafri S., Department of Administrative Sciences, Applied College, Imam Abdulrahman Bin Faisal University, Dammam, Saudi Arabia; Upreti K., Department of Computer Science, School of Sciences, CHRIST University, Delhi NCR, Ghaziabad, India; Bhardwaj R., Chitkara Business School, Chitkara University, Punjab, Rajpura, India; Verma B., Chitkara Business School, Chitkara University, Punjab, Rajpura, India; Jain R., Department of Information Technology, Faculty of Engineering and Technology, Marwadi University, Gujarat, Rajkot, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 20777973;
Format
online
Language
English
Type
Article

Citation

Jafri, Samreen; Upreti, Kamal; Bhardwaj, Rishu; Verma, Balraj; Jain, Rituraj, “Harnessing mobile multimedia for entrepreneurial innovation and sustainable business growth,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/23751.

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