Harnessing mobile multimedia for entrepreneurial innovation and sustainable business growth

Authors

  • Rishu Bhardwaj Chitkara Business School, Chitkara University, Punjab, India
  • Kamal Upreti Department of Computer Science CHRIST (Deemed to be University), Delhi-NCR Ghaziabad, Uttar Pradesh
  • Samreen Jafri Imam Abdulrahman Bin Faisal University, Dammam, KSA
  • Balraj Verma Chitkara Business School, Chitkara University, Punjab, India
  • Rituraj Jain Department of Information Technology, Marwadi University, Rajkot, Gujarat - India

DOI:

https://doi.org/10.6977/IJoSI.202508_9(4).0005

Keywords:

Innovation Management, Digital Transformation, Artificial Intelligence, Sustainable Business Models, Mobile Multimedia Systems

Abstract

This research investigates the role that mobile multimedia platforms and artificial intelligence (AI) as a technology adopts has would have on innovation as well as on the sustainability of entrepreneurial businesses, looking in particular at the acquisition of technology, its integration and the infrastructure. For data collection, the study employed a quantitative research design and a survey of 150 Indian technology firms which adopted mobile multimedia applications. Using Structural Equation Modeling (SEM) the analyst described his findings with a variety of descriptive measures, correlation, regression analysis, and the mix in attempt to understand the adoption and use of digital technologies for innovation activities. The results show that AI driven applications, combined with multimedia content and real-time analytics significantly enhance entrepreneurial innovation by improving operational efficiency, increasing customer engagement, and expanding into new international markets. Companies utilizing mobile multimedia platforms achieve competitive advantage, which translates into long-term business growth and sustainability. This research adds to the knowledge of AI entrepreneurship in the context of digital transformation by highlighting the necessity for startups to focus on investing in AI enabled mobile technologies. It equally serves policymakers to regulate an environment that promotes innovation and business sustainability through digital initiatives. This research fills a very pertinent gap in the literature by providing evidence on how AI serves as a driver for change and providing insight into the adoption of new technologies in the context of entrepreneurship which is largely absent in the existing literature.

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Published

2025-08-15

Issue

Vol. 9 No. 4 (2025): International Journal of Systematic Innovation

Section

Regular full papers

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