Assessing the Moderating Role of Customer Orientation on the Impact of Business Intelligence Tools on Digital Marketing Strategy Optimization
Ashraf H. Salah,
Amro Alzghoul
Abstract:This research examines the interplay between Business Intelligence tools and digital marketing strategy optimization, with a focus on the moderating role of customer orientation. Utilizing a quantitative research design, the study explores how BI tools enhance digital marketing strategies and how customer orientation amplifies this effect among 207 respondents from the Jordanian telecommunications sector, reflecting a diverse range of experiences and perceptions within the industry. Through Structural Equation… Show more
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