The Role of Artificial Intelligence in Enhancing Digital Marketing for Organizations: a Survey of a Sample of Employees at Asiacell in Iraq <b></b>

Abstrak

In light of the rapid technological changes in general and their use in the field of work and marketing in particular, this study was presented by providing an intellectual and conceptual framework about two main variables, which is the independent variable, artificial intelligence, represented by its dimensions (content recommendation, expert systems, machine learning), while the dependent variable included electronic marketing for organizations, represented by its dimensions (attraction, communication, participation). Due to the novelty of artificial intelligence and the need to apply it in organizations whose work is predominantly digital, Asiacell Telecommunications Company in Iraq was chosen as the field of study. A questionnaire was used as the data collection tool to gather information from a comprehensive survey of the 33 participants in the study. The data was analyzed using SPSS version 18, employing statistical methods such as the mean and standard deviation. This study aimed to identify the nature of the relationship between artificial intelligence (AI) and e-marketing, and to determine the extent to which AI contributes to enhancing e-marketing for organizations. To achieve its objectives, the researcher designed a hypothetical model illustrating the relationship between the variables. To explore this relationship, several hypotheses were proposed: first, there is a statistically significant correlation between AI and e-marketing; and second, there is a statistically significant effect of AI on e-marketing.

Identifier

• OpenAlex: https://openalex.org/W7125894786
• DOI: https://doi.org/10.65591/spds5m38