Revolution of the marketing mix idea using AI tech to forecast strategic marketing decision management with moderating effect of environmental parameters in UAE real estate industry

Mohammed T. Nuseir, Ahmad Aljumah and Ghaleb A. El Refae

International Journal of Economics and Business Research, 2025, vol. 29, issue 12, 1-22

Abstract: The prime objective of the study is to examine the direct impact of machine learning, deep learning and big data on the marketing strategies of real estate firms in UAE. In addition to that, the study has also examined the moderating role of environmental factors in the relationship between the deep learning, machine learning, big data and marketing strategies of real estate firms in UAE. In the current research, the data from the total 300 marketing managers were collected using the non-probability convenient sampling technique from Dubai UAE. The study has employed quantitative research design and SEM-PLS was used for the analysis purpose. The results of the study emphasise leveraging AI within the marketing mix, as it predicts how the marketing decision-making should be done and gives data driven insights, which reshape traditional marketing framework.

Keywords: machine learning; marketing mix; deep learning; real estate UAE; strategic marketing decision management; big-data; environmental factor. (search for similar items in EconPapers)
Date: 2025
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