- All Journals
- Al-Qadisiyah University
- Basrah University
- Kirkuk University
- Mosul University
- The Iraqi Borad for Medical Specialization
- University of Anbar
- University of Technology
- Al Mustafa University
- Al-Zahraa University for Women
- Alnoor University
- Kunooz University
- Misan University
- Ninevah University
- Tikrit University
- University of Al-Hamdaniya
- University of Kerbala
Employing AI-Enabled Sustainable HR Practices to Improve Marketing Strategies: A Applied Study | ||
| AL-Qadisiyah Journal For Administrative and Economic sciences | ||
| Volume 28, Issue 2, July 2026, Pages 755-774 PDF (1011.74 K) | ||
| Document Type: Research Paper | ||
| DOI: DOI://doi.org/10.33916/qjae.2026.02755774 | ||
| Authors | ||
| Rabab Ibrahim Kadhim1; Sundus abed Merzah2; Firas Tawfiq Al-Badri3 | ||
| 1University of Al-Qadisiyah y, College of Administration and Economics, Department of Business Administration, | ||
| 2University Presidency, continuing Education Center,English Language | ||
| 3College of Engineering, Al-Qasim Green University | ||
| Abstract | ||
| The research aims to measure the role of employing AI-Enabled Sustainable HR Practices (AIESHR) in enhancing marketing strategies (MAST) among employees in telecommunications companies (Zain and Asiacell). This objective was formulated to address an important issue expressed in a key question: What is the role of employing AIESHR in improving MAST among employees in telecommunications companies? The research adopted a descriptive-analytical approach in constructing its variables. To collect the necessary data, a questionnaire was used to identify variables and measure their levels within the sample. Accordingly, 100 questionnaires were distributed, of which 79 were returned, including 3 damaged questionnaires and 76 valid for analysis. To achieve the best results, the statistical analysis programme (SPSS) was used to obtain the required findings. The results showed a significant correlation and impact between AIESHR and the improvement of MAST. This indicates that the work environment in telecommunications companies is characterised by a high degree of continuous changes to formally keep pace with global artificial intelligence-related developments, ensuring the enhancement of MAST. | ||
| Keywords | ||
| Ai-Enabled Sustainable HR Practices; Marketing strategies; Telecommunications companies (Zain; Asiacell | ||
|
Statistics Article View: 27 PDF Download: 65 |
||