Investigating the impact of artificial intelligence competencies on organizational performance with the mediating role of B2B marketing capabilities (Case study: manufacturing companies located in the Aras Free Trade-Industrial Zone)

Subject Areas :

babak jarrahi ^{1 *} , akbar golmahammadpur ² , Behrouz Sirang ³ , YASER ABBASPUR ⁴

1 -
2 - Islamic Azad University, Jolfa Branch, Iran
3 - lecture, Department of Accounting, Aras Branch, Islamic Azad University, Hadishehr, Iran
4 - Master of Business Administration

Received: 2025-02-03 Accepted : 2025-05-06 Published : 2025-05-14

Keywords: Artificial Intelligence Competencies, Organizational Performance, B2B Marketing Capabilities, Manufacturing Companies Located in Aras Free Trade-Industrial Zone,

Abstract :

The aim of this study is to investigate the impact of artificial intelligence competencies on organizational performance with the mediating role of B2B marketing capabilities in manufacturing companies located in the Aras Free Trade and Industrial Zone. The present study is an applied research in terms of its purpose, a field research in terms of its data collection method, and a descriptive research in terms of its nature. The statistical population of the present study is all managers and IT experts of manufacturing companies located in the Aras Free Zone. The statistical population of the present study is all managers and IT experts of manufacturing companies located in the Aras Free Zone with more than 50 employees, whose number is 212 companies based on information received from the Aras Free Zone Organization, which includes 1 manager and 1 IT expert, resulting in a statistical population of 424 people. For sampling, a simple random sampling method was used, and the number of statistical samples was 202 people using the Morgan table. In order to collect data, the standard questionnaire of Miklaev et al. (2021) was used, which has acceptable validity and reliability. Structural equation modeling (SEM) with partial least squares (PLS) approach was used to analyze the data using Smart PLS3 software. The results of the research hypothesis test show that artificial intelligence competencies have a positive effect on organizational performance with the mediating role of B2B marketing capabilities in manufacturing companies located in the Aras Free Trade and Industrial Zone.

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