Adaptive leadership as a moderator variable in the development and modernization of the digital marketing mix using artificial intelligence”

Abstract

This study seeks to determine the direct influence of artificial intelligence (AI) on the digital marketing mix in the Iraqi hotel industry, as well as the moderator role of adaptive leadership in the interaction between AI and the digital marketing mix. As a result, a hypothetical framework was created based on these three factors (AI, the digital marketing mix, and adaptive leadership), and the primary hypotheses were generated accordingly. The study was carried out in the hospitality industry, specifically in a collection of Iraqi hotels. A questionnaire was utilized to collect information from four- and five-star hotels. To eliminate response bias, 120 employees were recruited at random from a population of 250. The AI variable had a substantial, favorable impact on building and sustaining the digital marketing mix in hotel services, according to the research sample. The study also discovered that the adaptive leadership variable had a significant interactive influence by supporting the four aspects of the marketing mix and merging them with AI, resulting in the development of digital hotel services. Based on the findings, the researcher made suitable recommendations.