Data for articule: Digital transformation and technological governance as drivers of business innovation and customer loyalty in Latin American e-commerce SMEs

Despite the growing relevance of technological transformation for business competitiveness, studies on the adoption of artificial intelligence and big data analytics as drivers of brand loyalty in Latin America remain limited. This study analyzes their influence on brand loyalty, considering the mediating role of innovation and the moderating role of digital governance. Grounded in dynamic capabilities and resource-based theory, the research evaluates the impact of technological transformation on innovation and loyalty using a partial least squares structural equation model. The study examined Colombian small and midsize enterprises engaged in e-commerce and digital customer integration. Results show that although the adoption of artificial intelligence and big data in Latin American SMEs progresses slowly, digital transformation has strengthened innovation, particularly in omnichannel strategies, customer agility, integrated marketing communication, sales digitization, and administrative management. Digital governance is increasingly reflected in regulations and planning. Innovation also reinforces digital initiatives that enhance brand loyalty through improved segmentation, customization, customer service, and advertising.