Investigating the Impact of Business Intelligence on Digital Marketing with the Mediating Role of Collaborative Learning (Case Study: Employees of Refah Bank Branches in Mashhad)
Keywords:
Digital Marketing, Business Intelligence, Collaborative LearningAbstract
This study was conducted with the aim of examining the impact of business intelligence on digital marketing, considering the mediating role of collaborative learning (case study: employees of Refah Bank branches in Mashhad). In terms of nature and method, this research is descriptive-survey, and in terms of purpose, it is applied. The statistical population of this study includes all employees of Refah Bank branches in Mashhad, totaling 600 individuals. A sample of 240 individuals was selected using the Morgan table. Documentary sources were used to collect information related to the literature and background of the study, and a standardized questionnaire was employed to gather field data. Finally, the data obtained from the sample were analyzed using SPSS and PLS software. The results of this study indicated that business intelligence has a significant effect on digital marketing through the mediating role of collaborative learning among employees of Refah Bank branches in Mashhad, with an effect size of 0.520. Business intelligence has a significant direct effect on digital marketing among the employees of Refah Bank branches in Mashhad. Additionally, business intelligence has a significant effect on collaborative learning among the employees of these branches. Collaborative learning also has a significant effect on digital marketing among the employees of Refah Bank branches in Mashhad.
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Copyright (c) 2025 Hassan Ghazanfarinejad (Corresponding author); Reza Karimi Moghaddam (Author)
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