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The Effect of Trust in Artificial Intelligence on the Adoption of Smart Marketing Tools and the Decision-Making Performance of Marketing Managers
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Alireza Heydarkhani *   |
| MA in Business Management, Strategy Track |
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Abstract: (26 Views) |
| With the expansion of artificial intelligence applications in marketing, smart marketing tools based on this technology have become one of the main pillars of decision-making in digital organizations. However, the effective utilization of these tools depends less on technological capabilities and more on the level of trust and acceptance of marketing managers toward artificial intelligence. The aim of the present study is to investigate the effect of marketing managers' trust in artificial intelligence on the adoption of smart marketing tools and managerial decision-making performance at Digikala Company. The present study is applied in terms of purpose and descriptive-survey in terms of method. The statistical population of the research consists of managers and senior marketing experts of Digikala, from whom 385 individuals were selected as the sample using the convenience sampling method. The data collection instrument was a questionnaire, and the data were analyzed using SPSS software. The results showed that marketing managers' trust in artificial intelligence has a positive and significant relationship with the adoption of smart marketing tools and managerial decision-making performance. Furthermore, the adoption of smart marketing tools has a positive and significant effect on the decision-making performance of marketing managers. The results of multiple regression showed that trust in artificial intelligence and the adoption of smart marketing tools simultaneously explain more than half of the variance in the decision-making performance of marketing managers. |
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| Keywords: Artificial intelligence, trust in artificial intelligence, smart marketing tools, managerial decision-making, Digikala marketing managers. |
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Full-Text [PDF 760 kb]
(10 Downloads)
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Review: Research |
Subject:
Business Administration
Received: 2026/07/23 | Accepted: 2026/08/21 | Published: 2026/08/21
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