A Model for Enhancing the Marketing Performance of Online Stores Leveraging Artificial Intelligence

Abstract

This study aimed to develop a model for enhancing the marketing performance of online stores by leveraging artificial intelligence and to identify the dimensions and mechanisms influencing customer experience personalization and intelligent marketing practices. This applied exploratory study employed a mixed qualitative–quantitative approach. In the qualitative phase, data were collected through semi-structured interviews with 15 experts, managers, and marketers of online stores selected through purposive sampling until theoretical saturation was achieved. Interpretive Structural Modeling (ISM) was used to design the conceptual framework, while the Content Validity Ratio (CVR) was applied to validate the identified constructs. In the quantitative phase, Structural Equation Modeling (SEM) was employed to examine the relationships among variables. Data analysis was conducted using open, axial, and selective coding, along with structural matrix and dependency analyses. The findings revealed that the proposed model consisted of five main components and sixteen sub-components organized into a four-level hierarchical structure. “Drivers” and “Marketing Intelligence” were identified as the most influential components at the fourth level. “Intelligent Experience Tools” occupied the third level, “Experience Personalization” was positioned at the second level, and “Enhancing the Marketing Performance of Online Stores” was identified as the most dependent component at the first level. All components demonstrated satisfactory content validity, with CVR values equal to 1. The results further indicated that technological infrastructure, data quality, predictive analytics, recommender systems, sentiment analysis, and targeted messaging significantly contributed to improving marketing performance and data-driven marketing intelligence. The study concluded that enhancing the marketing performance of online stores requires robust technological infrastructure, intelligent experience tools, and customer experience personalization strategies. Effective implementation of artificial intelligence can improve marketing effectiveness, customer experience, conversion rates, and competitive advantage in e-commerce businesses.