Assessing the Influence of AI-Driven Marketing on Customer Engagement: A Field Study on a Sample of Commercial Companies in Duhok Governorate
- Department of Banks of Finance Science, College of Administration and Economics, University of Zakho, Kurdistan Region of Iraq
Abstract
Abstract
The article addresses the tech-based solutions as the main factors for the customer participation's creation and maintenance in the current business scenario, as the AI's fast adopting in marketing sector took place. The purpose of research is to find out the positive impact of AI-Driven digital marketing on customer engagement through the constituent parts of the marketing mix, as well as to clarify the connections between the study variables. A quantitative research method was adopted, and a structured questionnaire, containing validated measurement items, was used to gather information from a purposive sample of commercial companies located in Duhok Governorate. The five-point Likert scale was applied in the questionnaire to evaluate the respondents’ opinions. The statistical techniques used were descriptive statistics, reliability and validity assessment, correlation tests, and structural equation modeling (SEM). IBM SPSS v.27 was used for preliminary and exploratory analyses, while SmartPLS 4.1.1 was employed to assess the measurement and structural models. The findings revealed that AI-based marketing is a major contributory factor to customer engagement, thus demonstrateng the robust eexplanatory and predictive power of the suggested model. Consequently, the research recommends that companies should allocate more resources to the AI-driven marketing tools which will result in better personalsized communications and also suggests that future research should consider other moderating or mediating variables, apply the model in various sectors, and use longitudinal designs to mmonitor changes over time.
References
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