The Role of Marketing Artificial Intelligence in Increasing Sustainable Financial Performance of Small and Medium-sized Enterprises through Customer Participation and Data-Based Decision Making
Keywords:
Marketing AI, Sustainable Financial Performance, Customer Engagement, Customer Satisfaction, Data-Driven Decision-MakingAbstract
This study aims to examine the effect of marketing artificial intelligence on the sustainable financial performance of SMEs through the mediating roles of customer engagement, customer satisfaction, and data-driven decision-making. The research was applied in purpose and descriptive-survey in data collection. The statistical population included all managers and experts of SMEs in Qom Province. Based on Cochran’s formula, a sample of 276 participants was selected using stratified random sampling. A standard questionnaire was used for data collection, and its validity and reliability were confirmed through content and construct validity, Cronbach’s alpha, and composite reliability. Data analysis was conducted using SPSS and SmartPLS3 software through structural equation modeling (SEM). Results revealed that marketing AI had a significant positive effect on customer engagement (β=0.817, t=38.94), customer satisfaction (β=0.778, t=32.45), and data-driven decision-making (β=0.739, t=29.58). Furthermore, customer engagement (β=0.154, t=3.01), customer satisfaction (β=0.223, t=3.19), and data-driven decision-making (β=0.524, t=7.90) positively and significantly influenced sustainable financial performance. Mediation analysis indicated that these three variables strengthened the relationship between marketing AI and sustainable financial performance, with the strongest mediating effect observed through data-driven decision-making (β total=0.682). The findings demonstrate that marketing AI indirectly enhances sustainable financial performance by improving customer engagement and satisfaction and by promoting data-driven decision-making. The study emphasizes the need for developing technological infrastructure, improving employee capabilities, and implementing supportive policies to foster the effective adoption of marketing AI among SMEs.
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Copyright (c) 2025 Mohammad Reza Rostami Dehjalali (Author)
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