The Impact of Adopting Artificial Intelligence in Business Marketing on Stakeholder Response with Emphasis on the Moderating Role of Customer Complexity and Industry Dynamics (Case Study: Technology Experts of Industrial Companies in Tehran)
Subject Areas :AmirAli mohamaddian 1 , الهام رمضانی 2
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Keywords: Artificial Intelligence, Business Marketing, Shareholder Response, Customer Complexity, Industry Dynamics,
Abstract :
Objective: To examine the impact of adopting artificial intelligence in business marketing on shareholder response, emphasizing the moderating role of customer complexity and industry dynamics. Methodology: Research Type: Descriptive-analytical (in terms of purpose, method, and implementation).Statistical Population: Technology managers of industrial companies in Tehran (306 individuals).Sampling Method: Stratified random sampling using a standard questionnaire.Data Analysis Tools: Structural equation modeling (SEM) and path analysis using SPSS and SmartPLS software (with validity and reliability confirmed via Cronbach’s alpha, Average Variance Extracted [AVE], and Composite Reliability [CR]). Findings: Validity and reliability tests showed acceptable results, and the overall research model demonstrated an appropriate structural fit. The application of artificial intelligence in business marketing, considering environmental conditions such as industry dynamics and customer characteristics like customer complexity, plays a key role in improving shareholder response. Conclusion: The use of artificial intelligence in business marketing—alongside attention to environmental conditions (industry dynamics) and customer traits (customer complexity)—significantly improves shareholder response, ultimately leading to an increase in their value and support
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