Published on: April 2026
IMPACT OF ARTIFICIAL INTELLIGENCE AND DATA ANALYTICS ON MODERN DIGITAL MARKETING STRATEGIES: AN EMPIRICAL STUDY
Saurabh Suman
Dr. Om Prakash
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Abstract
This empirical study investigates the impact of Artificial Intelligence (AI) and Data Analytics on modern digital marketing strategies. Drawing upon a robust mixed-methods research design, this study combines quantitative survey data collected from 847 digital marketing professionals across 14 countries with qualitative insights derived from in-depth interviews with 62 senior marketing executives in Fortune 500 organisations. The quantitative strand employs Structural Equation Modelling (SEM) and multivariate regression analyses to identify causal relationships, while the qualitative strand utilises thematic analysis grounded in the Resource-Based View (RBV) and Dynamic Capabilities theoretical frameworks.
How to Cite this Paper
Suman, S. (2026). Impact of Artificial Intelligence and Data Analytics on Modern Digital Marketing Strategies: An Empirical Study. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(04). https://doi.org/10.55041/ijcope.v2i4.823
Suman, Saurabh. "Impact of Artificial Intelligence and Data Analytics on Modern Digital Marketing Strategies: An Empirical Study." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i4.823.
Suman, Saurabh. "Impact of Artificial Intelligence and Data Analytics on Modern Digital Marketing Strategies: An Empirical Study." International Journal of Creative and Open Research in Engineering and Management 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i4.823.
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- •Published on: Apr 27 2026
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