The Role of Artificial Intelligence Capabilities in Enhancing the Effect of B2B Marketing on Export Performance: A Study in the Petrochemical Industry
Keywords:
Artificial Intelligence Capabilities, Export Performance,Abstract
The present study aimed to investigate the role of artificial intelligence capabilities in strengthening the effect of B2B marketing on export performance in petrochemical companies and to explain the mechanisms through which these capabilities influence information management, marketing planning, and marketing execution. This study was applied in terms of purpose and descriptive-survey in terms of methodology, employing the structural equation modeling approach. The statistical population consisted of managers and experts in marketing, export sales, and planning departments of petrochemical companies operating in international markets. Convenience sampling was used, and the sample size was determined as 105 participants using G*Power software. Data were collected through a standardized questionnaire based on a five-point Likert scale. Construct validity was confirmed through Average Variance Extracted (AVE) and the Fornell–Larcker criterion, while reliability was assessed using Cronbach’s alpha and composite reliability. Data analysis was performed using SmartPLS software and the partial least squares approach. The findings indicated that artificial intelligence capabilities had a positive and significant effect on information management, marketing planning, and marketing execution. The strongest direct effect was observed on marketing execution, highlighting the critical role of intelligent technologies in improving the efficiency of industrial marketing activities. Furthermore, all three dimensions of B2B marketing had direct and positive effects on export performance, with information management emerging as the strongest predictor of export performance. Indirect effect analysis also demonstrated that artificial intelligence enhanced export performance through improving information management and marketing planning. The coefficient of determination for export performance was 0.731, indicating the strong explanatory power of the proposed model. The results demonstrated that artificial intelligence capabilities, as a strategic organizational resource, can enhance competitive advantage and export performance by strengthening key B2B marketing processes. The integration of intelligent technologies into data analysis, demand forecasting, marketing planning, and customer relationship management can improve the effectiveness of export decision-making and facilitate sustainable international market development for petrochemical companies.
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Copyright (c) 2025 Hamid Alizadeh; Mobina Damavandi Nejad, Abbas Behradfar (Author)
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