The Relationship between The Artificial Intelligence Marketing Elements and Brand Equity in Online Mobile Shopping: The Mediating Role of Brand Awareness: Applied Study on Egyptian Mobile Shopping Users | ||
| مجلة راية الدولية للعلوم التجارية | ||
| Volume 4, Issue 15, October 2025, Pages 967-1010 PDF (813.26 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/rijcs.2025.399397.1363 | ||
| Authors | ||
| Amany Atef Elbeheri* ; Wegdan Mahmoud Haggag* | ||
| Business Management Lecturer Faculty of Commerce, Tanta University | ||
| Abstract | ||
| The research aimed to investigate how the elements of AI marketing contributes to building brand equity through the mediating role of brand awareness. The study applied on mobile shopping users. Based on an online questionnaire, which was developed and uploaded on google form; 348 mobile shoppers answered this survey. Data was collected and analyzed using Partial Least Squares (PLS), which is one of the structural equation modeling methods. Smart Pls v4 was used to test the model and hypotheses. The research confirmed the significant impact of elements of AI marketing on brand awareness and brand equity. Additionally, the brand awareness was confirmed to having a mediating role between elements of AI marketing and brand equity. The study focused on big data and analytics, machine learning and AI platform as the elements of AI marketing | ||
| Keywords | ||
| Artificial Intelligent; Big Data and Analytics; Machine Learning; AI Platform; Brand Awareness; Brand Equity; Mobile Shopping | ||
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