Analytics of AI-Driven B2B Marketing Excellence for Sustainable Firm Performance in the Digital Age: SEM Analysis

Authors

  • Maruf Fatima Sadriwala Research Scholar, Sir Padampat Singhania University, Udaipur, India https://orcid.org/0000-0001-7313-2934
  • Dr. Manish Dadhich Associate Professor, Sir Padampat Singhania University, Udaipur, India https://orcid.org/0000-0001-6875-8502
  • Dr. Disha Mathur Associate Professor, Sir Padampat Singhania University, Udaipur, India
  • Dr. Arvind Sharma Associate Professor, Sir Padampat Singhania University, Udaipur, India

DOI:

https://doi.org/10.53983/ijmds.v13n5.004

Keywords:

Sustainable Firm Performance (SFP), Artificial Intelligence (AI), B2B Marketing, Technology Transformation, Predictive Analytics

Abstract

This study utilized Structural Equation Modeling to analyze B2B marketing excellence from 260 respondents across various B2B companies in Oman. The study uses a convenient sampling approach to explore the multifaceted relationship between AI-driven strategies and B2B marketing excellence for sustainable firm performance. Furthermore, Smart-PLS is leveraged for its adaptability in handling complex high-order SEM structures. The hypotheses suggest that AI-driven marketing excellence positively correlates with information management, integration, and implementation management systems. Through rigorous analysis, this research sheds light on AI's influence on B2B marketing dynamics, offering valuable policy implications and tangible outcomes for businesses navigating the digital age. The findings render the role AI's role in shaping the future of sustainable B2B marketing excellence.

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Author Biographies

Maruf Fatima Sadriwala, Research Scholar, Sir Padampat Singhania University, Udaipur, India

Ms. Maruf Fatima Sadriwala received her Bachelors of Business Administration in Marketing & Finance and Masters of Business Administration in Marketing from Birla Institute of Technology, Muscat, Oman. She is currently pursuing her Ph.D. Degree in Marketing strategies and Artificial intelligence from Sir Padampat Singhania University, Udaipur, India. She has worked for companies like Kryolan Cosmetics and Hyundai Motors, Oman.

Dr. Manish Dadhich, Associate Professor, Sir Padampat Singhania University, Udaipur, India

Dr. Manish Dadhich is PhD from the Department of Commerce, EAFM, University of Rajasthan, Jaipur, M.Com, UGC-NET (Commerce); MBA, UGC-NET (Management), RPSC-SET (Management). He has 14+ years of teaching experience in various colleges, universities, and corporate sectors, a rare blend of academia, industry, corporate consultancy, and research. He is presently working as an Associate Professor at School of Management, Sir Padampat Singhania University, Udaipur. He has published 80+ research papers in reputed international & national journals indexed in Scopus/SCI/IEEE/ABDC/WoS. He also presented more than 60 research papers at national and international conferences. He is a reviewer, advisor, and editorial board member of various reputed International Journals and Conferences of IEEE, Springer, and Elsevier. He is in charge of PhD and research, Program Officer of NSS, member of the Directorate of Research, treasurer of SPSU Alumni Society and admission team. Presently six scholars are pursuing PhD. He was awarded two gold medals in the National Conference for the best research paper. He has published one textbook and three edited books. He is a regular invitee for FDP, research workshops, orientation, and refresher course lectures. He was also awarded one Australian patent and published two Indian patents. Further, his major research focuses on Finance, Banking, FinTech, Econometrics, and Statistics.

Dr. Disha Mathur, Associate Professor, Sir Padampat Singhania University, Udaipur, India

Dr. Disha Mathur has a rich academic and research experience of over 20 years. Presently she is working as Associate Professor at School of Management, Sir Padampat Singhania University. Along with academics she engages in administrative responsibilities like being the Director, IQAC and President of the Institution’s Innovation Council of Sir Padampat Singhania University. Her academic qualifications include UGC-NET (Management) in December 2003, Ph D in Marketing from Mohanlal Sukhadia University, Masters in Business Administration (Marketing) From MLS University and Bachelors in Business Management from MLS University. Her Research interests include Consumer Behaviour, Integrated Marketing Communication, etc. Her work has been published in various national and international journals of repute. She has over 36 publications in Scopus, ABDC, Web of Sciences & UGC Care Indexed journals and has several presentations in both national and international seminars and conferences. She has co-authored a book on Human Resource Management. She is a certified instructor for the GMCS program convened for Chartered Accountants. As an active member of the Indian Society for Training and Development she is regularly engaged in conducting Executive Training Sessions, Personality Development Programs and Management Development Programs. 4 scholars have been awarded Post Doctoral Degree under her supervision and 6 are pursuing currently.

Dr. Arvind Sharma, Associate Professor, Sir Padampat Singhania University, Udaipur, India

Dr. Arvind Sharma has 19+ years of academic experience in the field of Mathematics (Engineering, Pharmacy and Management). He has completed his PhD in “Gneneral Relativity and Cosmology” from MLSU, Udaipur. He has completed his M.Phil. in Mathematics from MKU Chennai. He is working as Associate Professor in Department of Mathematics at Sir Padampat Singhania University, Udaipur. He has published more than 21 research papers in reputed national and international journals and conferences. He has attended more than 17 national and international workshops, faculty development programmes and conferences.

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Published

31-05-2024

How to Cite

Sadriwala, M. F., M. Dadhich, D. Mathur, and A. Sharma. “Analytics of AI-Driven B2B Marketing Excellence for Sustainable Firm Performance in the Digital Age: SEM Analysis”. International Journal of Management and Development Studies, vol. 13, no. 5, May 2024, pp. 52-63, doi:10.53983/ijmds.v13n5.004.

Issue

Vol. 13 No. 5 (2024): IJMDS

Section

Articles