The Role of Artificial Intelligence Techniques in Managing the Balance between the Digital Marketing Environment and Consumers' Impulsive Buying Behavior: An Analytical Study of the Opinions of a Sample of Telecommunications Companies' Customers in Iraq
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Abstract
The paper will analyze how artificial intelligence (AI) technologies can be used to balance the digital marketing environment and consumer impulse buying behavior among customers of Iraqi telecommunications companies. The study fills a tripartite dimensional field problem facing the Iraqi market, namely: first, the dual nature of artificial intelligence techniques acting simultaneously as both a stimulant and a regulator without a clear understanding of this mechanism; second, the absence of the mediating role of the digital marketing environment in explaining this relationship in practice; and third, the lack of applied studies in the Iraqi telecommunications sector despite the escalating phenomenon of impulsive buying associated with digital platforms. The descriptive-analytical method was followed based on a questionnaire tool, which was distributed to a sample of 384 subscribers of Zain Iraq, Asiacell, and Korek Telecom. Data analysis was performed by SPSS in terms of reliability and validity testing, descriptive statistics, regression analysis, and mediation test with the help of the Baron and Kenny test. Findings have supported the positive impact of AI technologies on the digital marketing environment (β=0.687) and a direct positive impact on impulse buying behavior (β=0.594), but the digital marketing environment has shown a greater direct impact on this behavior (β=0.641). The mediation analysis showed that there is a partial mediating influence of the digital marketing environment in which about 51.7% of the overall influence of AI on impulse buying is mediated. Most prominently, the research developed a conditional balancing role of AI, which creates a high negative moderating effect when AI use is associated with transparency and consumer technological awareness (β= -0.241 and -0.207), thus, giving empirical evidence of the argument that AI has a real behavioral balancing capacity, but this capacity is conditioned, not automatic. The paper presents feasible suggestions to Iraqi telecommunications firms and regulators, and suggests a research agenda in the future to further the knowledge of the connection between AI and online consumer welfare in developing economies.
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