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Browsing MSPM by Author "AREEB MUSTAFA"

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    To investigate the relationship between digital marketing intensity and firm performance under mediation of value co-creation and moderating impact of ai usage
    (UMT Lahore, 2025) AREEB MUSTAFA
    In this study it shows us that the impact on the Digital marketing Intensity, AI usage and the market environment on the firm performance is the value co creation in the project. This research has shown that the SEM has been used on to collect the data from its platform. As on to this that the firms that use the digital marketing and AI has a say that the environment is a very fast paced and are linked more on to this. It is very particularly significant that when it is viewed from the perspective of the value co creation. That is where the firms and the stakeholders collaborate to create a more value in to the project. In this research it is aimed to explore that these connections are to understand on how the firms leverage the digital marketing and the AI to enhance and be able to perform much better. With this the integration of the DMI that is utilizing with the AI and the market environment variables that is within the VCC that how much it offers on a new dimension to the understanding on how well the firm performance will perform. When the DMI will enhance more than a firm ability will get better in to connect and engage more with the customer. This will lead and create more value that will boost the firm’s performance. The more the AI usage will help and on the other hand thus will make the firms to optimize more and the process will make more on to the decision making. However, on this the market environment will make a more innovative approach on and by this the factors together will provide a more comprehensive way of approach. In this it will harness more of the digital way of strategies to a better performance.In to this the study reveals that in the market conditions the firms must be more strategically align so the importance of this research will highlight that the AI usage with the innovation and the digital marketing efforts will contribute on more of its long term that with this the more the particularly its when it is on a specific market environment. With this the limitations are provided on the future research that it will be explored more on to the variable’s relationship. With the findings for this research on the DMI the analysis shows that relationship between the DMI and FP is good. Then firms that are in to invest more of the digital marketing as to facilitate a greater engagement and to create more opportunities for the VCC. With this it will enhance more interactions with the customer and to lead in to more collaborative processes that are in drive more in to the firm on its success in the project. With the AI usage as the moderator, it shows negative on the firm performance but it shows more impact that it varies depending on to the market environment. In this it is highly divergent in the market. As the AI usage shows that it significantly depends on the performance and can be executed by enabling the firms to response quickly on the changes, on the conditions and according to the customer needs. In to which the markets that have the effects of AI should suggest the firms to carefully operate on to the AI strategies. This would specify the market environment and would yield the success of AI usage.In the market environment a moderating role in between the DMI, The AI usage and the firm performance as a moderator shows that in to this the firms that will align on to their digital marketing as the AI efforts will make the market to achieve a better performance outcome. But the variables response has been different. With the firms that will be operating in to more stable environment may not be seen as the same level of the performance improvement that by its emphasizing the need for more approach in to a more approach strategy development.In this research the concept of value co creation emerges that the firms are actively in to engage with the VCC, with the stakeholders that is by leveraging with both the digital marketing and the AI tools that will help with this approach. As more on an experience it will additionally improve the firm performance. With this suggests, that the VCC is not more beneficial but it VCC is a mediation. As for the firms they can create a more shared value that will enhance as a performance and will strengthen into a much better position for the firms. However, there was mediating relations on it. This research concludes as that the DMI and the AI usage are a key form for the firm’s performance. Especially when they are aligned in with a more specific characteristics of the ME. Digital marketing plays a crucial role for this research that this will lead in to a more enhance and a better efficiency of the effectiveness on to the VCC processes. It will create a better contribution on to a better firm performance then on the effectiveness that the dynamics for this will emphasize on to the importance to determine on more success. It is not less that thi this study will acknowledge more on to the nature of this study. By seeing that in this study and the exploration of this it will be alternative that shows the results of the mediation and the moderator. By understanding that these relationship on the future can provide us more on to the insights on how the firms can optimize more on the digital strategies for a better way of the performance outcomes.