Mohammed Ahmed Al-Hamamy

Type of the article: Research Article

Abstract
Open knowledge management has become a strategy for enhancing marketing innovation using internal and external knowledge resources. This study aims to examine the impact of open knowledge management on marketing innovation in an organization and the mediating role of technology empowerment in this relationship. This study adopts a quantitative research approach. Data were collected from November 2024 to April 2025 using structured questionnaires and semi-structured interviews with 150 marketing professionals representing a variety of industries in the Iraqi city of Nineveh. The results indicate that collaboration has a positive and significant effect on marketing innovation (β = 0.121, p < 0.011). Similarly, collaboration has a positive and significant effect on technological empowerment (β = 0.317, p < 0.000). In addition, accessibility to knowledge has a strong effect on marketing innovation (β = 0.080, p < 0.012) and technological empowerment (β = 0.210, p < 0.002). The mediating role of technological empowerment has a significant effect between open knowledge management and marketing innovation (β = 0.382, p < 0.000). Knowledge sharing has no significant impact on marketing innovation (β = 0.069, p < 0.065). On the other hand, knowledge sharing has a significant effect on technology empowerment (β = 0.181, p < 0.026). The findings highlight the need for managers to achieve a competitive advantage through significant impacts and knowledge-based strategies.

Type of the article: Research Article

Abstract
Cloud-based knowledge management platforms provide real-time, collaborative digital environments for storing and distributing organizational intelligence.. This study aims to examine the impact of cloud-based knowledge management platforms and innovation on digital marketing strategies and the mediating role of the marketing decision support system. The study employed a quantitative methodology for data collection, utilizing a specially designed questionnaire. This questionnaire was distributed to marketing managers and marketers at Asiacell Telecommunications in Iraq. This sample was selected because it represents the group responsible for developing marketing strategies. Purposive sampling was used due to the knowledge and field experience. Data were collected between February 2025 and April 2025 by distributing the questionnaire to 160 specialists from the marketing, IT, and decision-making departments. The study findings illustrate the implications of Knowledge Retrieval Efficiency (β = 0.068 < 0.047), Marketing Decision Support System (MDSS) (β = 0.374 < 0.001), Knowledge Security (β = 0.043 < 0.080), and Marketing Decision Support System (β = 0.235 < 0.003), Innovation in Digital Marketing Strategies (0.183 < 0.010), System Usability (β = 0.051 < 0.059), Marketing Decision Support System (β = 0.277 < p = 0.002) . The study reveals that companies with robust digital infrastructure and collaborative knowledge practices tend to generate data-driven, adaptive, and customer-centric marketing innovations. Practical implications include strategies for integrating decision support systems into cloud platforms to improve decision quality and marketing agility.

Type of the article: Research Article

Abstract
The role of trust in social media platforms has gained increasing importance in the Iraqi insurance sector, as digital transformation is still in its early stages and customers are striving to build trust in digital platforms. This study aims to investigate the impact of customer trust in social media on perceived value and whether customer engagement mediates between the impact of customer trust in social media and perceived value in the context of an Iraqi insurance company. The study employed a quantitative cross-sectional design, and data were collected from 420 customers of Iraqi insurance companies who had previously used social media platforms. A self-administered online questionnaire was designed and distributed to residents in various Iraqi governorates using purposive sampling between August and November 2025. Partial least squares structural equation modeling (PLS-SEM) was used to test the proposed relationship. The results show that customer engagement (β = 0.503, p < 0.001) and perceived value (β = 0.450, p < 0.001) are positively and statistically significantly influenced by customer trust in social media platforms. Customer engagement (β = 0.244, p < 0.001) also positively influences their perceived value. Furthermore, customer engagement fully mediates the relationship between customer trust in social media platforms and perceived value (β = 0.120, p < 0.001). These findings offer an important lesson for insurance companies in Iraq seeking to better engage customers through their digital channels.