Artificial intelligence and marketing innovation: The mediating role of organizational culture

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The rapid advancement of artificial intelligence (AI) is transforming the e-commerce landscape, prompting businesses to adopt innovative marketing strategies. This study investigates the relationship between AI applications and marketing innovation in Egyptian e-commerce retailers, with a focus on the mediating role of organizational culture. The research employed a quantitative approach, utilizing a survey to gather data from 260 Egyptian e-retail store owners, managers, and marketers. The findings reveal a significant positive correlation between AI applications and marketing innovation, with organizational culture playing a crucial mediating role. The correlation coefficient (R) between AI and organizational culture was found to be 0.76, indicating that AI explains 57% of the variance in organizational culture. Similarly, the correlation coefficient (R) between AI and marketing innovation was 0.70, suggesting that AI explains 49% of the variance in marketing innovation. Path analysis further demonstrated a significant indirect effect of AI on marketing innovation through organizational culture. The study concludes that the integration of AI into marketing strategies can substantially enhance innovation, particularly when complemented by a supportive organizational culture. It underscores the importance for e-commerce retailers to invest in AI technologies and cultivate a culture that embraces technological advancements to drive marketing innovation and achieve sustainable competitive advantage.

Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

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    • Figure 1. Research Model
    • Figure 2. Path analysis model showing the impact of artificial intelligence on marketing innovation through the mediation of organizational culture
    • Table 1. Distribution of study sample individuals by activity
    • Table 2. Measures of the research variables and the number of items in the survey
    • Table 3. Reliability and Internal consistency coefficients of the research variables using Cronbach’s alpha
    • Table 4. Results of one-way ANOVA test
    • Table 5. Table of multiple comparisons around the concept of artificial intelligence
    • Table 6. Results of one-way ANOVA test
    • Table 7. Table of multiple comparisons regarding organizational culture
    • Table 8. Results of one-way ANOVA test
    • Table 9. Table of multiple comparisons regarding marketing innovation
    • Table 10. Output of simple linear regression analysis method
    • Table 11. Artificial intelligence applications and organizational culture
    • Table 12. Output of simple linear regression analysis method
    • Table 13. Artificial intelligence applications and marketing innovation
    • Table 14. Output of simple linear regression analysis method
    • Table 15. Results of path analysis
    • Conceptualization
      Abdelrehim Awad
    • Data curation
      Abdelrehim Awad
    • Formal Analysis
      Abdelrehim Awad
    • Methodology
      Abdelrehim Awad
    • Supervision
      Abdelrehim Awad
    • Writing – original draft
      Abdelrehim Awad
    • Writing – review & editing
      Abdelrehim Awad