HARNESSING ARTIFICIAL INTELLIGENCE FOR POLITICAL MARKETING IN SMALL LOCALITIES: ASSESSING SKILLS, STRATEGIC PLANNING, AND DIGITAL RESOURCE READINESS

Abstract

This study analyzes the entrepreneurial profile and digital marketing strategies of SMEs in Tlaxcala using both traditional statistical techniques and a network-based approach. In addition to descriptive and correlational analyses, a neural-network-inspired network analysis was conducted to examine the structural influence of demographic variables and entrepreneurial competencies. Centrality metrics revealed that communication, continued studies, and years in business were the most influential nodes within the system, while skills, business planning, and resource availability formed the strongest core cluster of interconnected competencies. Clustering coefficients confirmed the presence of cohesive substructures linking communication, skills, and digital resource management. The weighted matrix further showed robust positive associations among these competency variables and weaker or negative associations involving demographic factors. These network findings indicate that digital marketing adoption in SMEs is driven by experience-based competencies rather than personal background characteristics. The integrated results provide a multilevel understanding of how entrepreneurial behavior emerges from interconnected cognitive, experiential, and communication structures.