New researches in Islamic humanities studies

New researches in Islamic humanities studies

Quantitative Evaluation of an Artificial Intelligence Based Digital Marketing Model Using Structural Equation Modeling

Document Type : Original Article

Authors
Seyed Mehdi Mirahmadi Babaheidari 1
Seyyed Hasan Hosseini 2
Saeid Landaran Isfahani 1
1 Department of Management, Mo. C., Islamic Azad University, Isfahan, Iran
2 Department of Management, Imam Ali (AS) University, Tehran, Iran
10.22034/api.2026.2087245.1699
Abstract
Objective: The present study aims to quantitatively evaluate an artificial intelligence‑based digital marketing model in the steel industry using the Delphi method and structural equation modeling.
Method: This research is applied in purpose and employs a descriptive‑survey method with a mixed (qualitative‑quantitative) approach. In the qualitative phase, in‑depth interviews and a Delphi panel consisting of 12 steel industry experts were used to extract and refine the initial components and indicators of the model. In the quantitative phase, data were collected using a researcher‑developed questionnaire from 152 employees.
Results: The findings indicate that causal factors have a significant effect on the formation of AI‑based digital marketing, with a path coefficient of 0.865. Furthermore, the core phenomenon influences strategies with a path coefficient of 0.557, while contextual and intervening factors play decisive roles in the success of the proposed strategies, with path coefficients of 0.496 and 0.512, respectively. Finally, AI‑based digital marketing strategies lead to improved outcomes such as increased decision‑making accuracy, reduced marketing costs, enhanced targeted sales, and strengthened competitive advantage, with a path coefficient of 0.45.
Conclusions: The conclusion shows that AI‑based digital marketing in the steel industry can be explained not merely as a technological tool but as a new logic for decision‑making and value creation.
Keywords
Digital Marketing
Artificial Intelligence
Structural Equation Modeling
Steel Industry Companies
Subjects
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New researches in Islamic humanities studies
Volume 4, Issue 8 - Serial Number 8
December 2025
Pages 1-19