The impact of the marketing information system on decision-making: an applied study on the Saudi Telecommunications Company
DOI:
https://doi.org/10.1007/s43621-025-01349-9Keywords:
Marketing information systems , Marketing decision-making , AI-based marketing transformations , Email marketing , Content marketing , Marketing data analysis , Saudi Telecom CompanyAbstract
This study investigates the impact of various organizational and technological factors on marketing decision-making (MDM) at Saudi Telecom Company (STC). Specifically, it explores how marketing information systems (MIS), AI-based marketing transformations (AIMT), email marketing (EM), and content marketing (CM) influence MDM within the company, with the moderating effect of marketing data analysis (MDA). Using a structured questionnaire, data was collected from a stratified random sampling of 351 full-time employees of STC across different regions of Saudi Arabia during the period from August to November 2024, which was analyzed using structural equation modeling. The findings revealed that MIS, AIMT, and CM have a positive and significant effect on MDM. In contrast, EM was found to have an insignificant impact on MDM. More importantly, MDA does not significantly moderate these relationships. The study contributes to the understanding of how organizational and technological factors influence mobile device management in a telecommunications context. It provides practical insights for telecom company managers by highlighting the importance of enhancing MIS, AIMT, and CM to improve decision-making processes. These insights support the design of more sustainable marketing strategies by optimizing data-driven operations, promoting digital resource efficiency, and fostering responsible marketing practices, contributing to sustainable development goals, such as innovation, infrastructure, and responsible consumption.
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