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The current study hypothesized that artificial intelligence along with its adopted dimensions (insights from BDA, personalization/targeting, behavioral analytics, energy/resource optimization, social listening, and reputation management) can enhance sustainable marketing strategies. In order to test the hypothesis, quantitative methodology was adopted, and a questionnaire was self-administered by (304) marketing managers in organizations operating in the engineering, electrical and information technology industries sector with total of (5154) organizations operating and registered in Jordan Chamber of Industry. Depending on SPSS and through running multiple regression, the hypothesis was accepted at a significance level of 0.05, with an F value of 349.03. Study proved that artificial intelligence has a statistically significant influence on sustainable marketing strategies. Concerning the sub-variables of study, analysis indicated that there were all accepted a significant with the highest significance for social listening which scored the highest beta value.

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Examining the Artificial Intelligence Role in Enhancing Sustainable Marketing Strategies

  • 会议论文

  • 发表日期：

    2025年

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  • Hanady Al-Zagheer,
  • Tareq N. Hashem,
  • Qais Kilani,
  • Sawsan S. Badrakhan

摘要

The current study hypothesized that artificial intelligence along with its adopted dimensions (insights from BDA, personalization/targeting, behavioral analytics, energy/resource optimization, social listening, and reputation management) can enhance sustainable marketing strategies. In order to test the hypothesis, quantitative methodology was adopted, and a questionnaire was self-administered by (304) marketing managers in organizations operating in the engineering, electrical and information technology industries sector with total of (5154) organizations operating and registered in Jordan Chamber of Industry. Depending on SPSS and through running multiple regression, the hypothesis was accepted at a significance level of 0.05, with an F value of 349.03. Study proved that artificial intelligence has a statistically significant influence on sustainable marketing strategies. Concerning the sub-variables of study, analysis indicated that there were all accepted a significant with the highest significance for social listening which scored the highest beta value.