AI Marketing Capability and Marketing Performance: The Mediating Role of Employee Innovative Behavior in Cross-Border E-Commerce Firms
List of Authors
Ooi Kok Loang, Wang Pan
Keyword
AI Marketing Capability; Innovative Work Behavior; Marketing Performance; Affective Commitment; Cross Border E Commerce
Abstract
The central theme of the examination lies in the interplay between AI marketing capabilities and marketing performance in the cross-border e-commerce sector, where the employee innovative work behavior stands as a mediating variable and the affective commitment as a moderating variable. The conundrum of how a company is able to employ AI technology in a more effective manner, such as in the case of personalization and AI customer data analytics for targeting customers more accurately across international markets, is left alone. This question, however, remains unanswered regarding technology measurement, which is a means or method that these tools and gadgets use to make technology measurable, and is therefore not yet adequately developed. As the marketing performance is positively affected by the use of AI in marketing, based on the Dynamic Capability Theory, the Resource-Based View, and the Socio-Technical Systems Theory, the study presents that by viewing marketing as a motivational factor for personnel to create, share, implement, and other data-driven, and creative marketing actions. The innovative work behavior is the channel through which the algorithmic insights are transformed into the adaptive strategies and as a result, the companies achieve the competitive advantages. In practical terms, the unwritten rule states that the degree of students with a strong emotional tie to the organization increases the effort, the persistence, and the alignment with the organizational goals. The experimenter deals with the moderated mediation network through a formulated quantitative Deutsche survey inquiry and a structural equation modeling method employed for the experiment. The outcomes of the study, therefore, make a significant contribution to the field by revealing that the AI technologies employ technical resources, workers' creativity, and the contributions of emotional feelings as a blend of these which in turn leads to a human-centered view on AI enabled marketing change.