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The Impact of Artificial Intelligence on Marketing Strategies and Business Sustainability

Author

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  • Omaya Toffaha

    (Business Administration Department, Faculty of Economics and Administrative Sciences, Near East University, 99138 Nicosia/TRNC, Mersin 10, Turkey)

  • Laith Tashtoush

    (Business Administration Department, Faculty of Economics and Administrative Sciences, Near East University, 99138 Nicosia/TRNC, Mersin 10, Turkey)

Abstract

Artificial intelligence has become one of the major driving forces for business change in the modern business world. This study focuses on the link between marketing strategies, such as social media marketing and content marketing, and business sustainability, and on the role of artificial intelligence as a mediator for SMEs in Nablus. This research used a survey design based on 373 employees working for SMEs mainly based in Nablus. This research used exploratory and confirmatory factor analyses to validate the measurement model, and structural equation modeling and SPSS v.25 PROCESS macro analysis to verify the proposed relationships. This research found that marketing strategies positively link to business sustainability; the strongest direct link was found for content marketing. Artificial intelligence also significantly mediated the relationships between social media marketing and content marketing and business sustainability. This research highlights the importance of incorporating artificial intelligence into marketing strategies to improve the effectiveness of marketing strategies and support decisions for enhancing business sustainability for SMEs in emerging economies.

Suggested Citation

  • Omaya Toffaha & Laith Tashtoush, 2026. "The Impact of Artificial Intelligence on Marketing Strategies and Business Sustainability," Sustainability, MDPI, vol. 18(9), pages 1-22, April.
    • Handle: RePEc:gam:jsusta:v:18:y:2026:i:9:p:4319-:d:1929611
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