Integration of Romanian SMEs into Digital Ecosystems: The Role of Data Analysis and Artificial Intelligence in Enhancing Performance
Author:Elena-Oana Croitoru, Andreea-Ileana Zamfir, Octavian-Cosmin Dobrin and Aurelia Stănescu
JEL:M21, O33, Q01, L26, O32, M15.
DOI:10.24818/EA/2026/72/607
Keywords:SME, digital ecosystem, artificial intelligence (AI), organisational performance, PLS-SEM.
Abstract:
Digital transformation has driven small and medium-sized enterprises (SMEs) to integrate into digital ecosystems (platforms, cloud solutions, and digital collaboration); however, the mechanisms by which this integration translates into performance remain insufficiently explained, particularly in emerging economies. This study investigates the relationships between digital ecosystem integration, data and artificial intelligence capabilities, adoption barriers, and perceived performance among Romanian SMEs using a quantitative methodology. Data were collected via a questionnaire administered to a sample of Romanian companies and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with bootstrapping. The empirical results highlight a full mediation phenomenon, indicating that access to and mere presence within digital ecosystems do not directly guarantee performance; rather, performance is achieved only if the firm transforms these resources into data analytics and AI automation capabilities. However, the results confirm that a developed digital ecosystem strongly stimulates firms' capacity to utilise these tools. Multi-Group Analysis (MGA) demonstrated that this mechanism is robust and valid regardless of firm size. The study provides new insights regarding digital ecosystems and the digital capabilities of SMEs, presenting managerial implications for prioritising investments in data, analytics, and AI.