Investigating the impact of business intelligence on digital marketing with regard to the mediating role of collaborative learning

Abstract

This research was conducted with the aim of investigating the impact of business intelligence on digital marketing with regard to the mediating role of collaborative learning (case study: employees of Refah Bank Mashhad branches). The present research is descriptive-survey in terms of its nature and research method, and it is applied research in terms of its purpose. The statistical population of this research is all the employees of Refah Bank branches in the city of Mashhad, numbering 600 people. 240 people were selected as a sample using Morgan's table. In this research, books, theses, articles, and databases were used to collect information related to the subject literature and research background. Also, in order to obtain the information needed for the research by using the questionnaire, the necessary action was taken to collect the necessary information to achieve the research objectives. Finally, the data obtained from the sample study is analyzed by SPSS and PLS software. The results of this research showed that business intelligence has a significant effect on digital marketing with an intensity of 0.520 due to the mediating role of collaborative learning in the employees of Refah Bank Mashhad branches. Business intelligence has a significant impact on digital marketing in the employees of Refah Bank Mashhad branches. Business intelligence has a significant effect on collaborative learning among the employees of Refah Bank Mashhad branches. Collaborative learning has a significant effect on digital marketing in the employees of Refah Bank Mashhad branches.