Currently, artificial intelligence and marketing strategies have become significant factors for improving the business capabilities that lead to improved business performance. Thus, the current study investigates the impacts of artificial intelligence and marketing strategies on the organizational performance of the tourism industry in the UAE. The present study also examines the mediating role of organizational capabilities in linking artificial intelligence, marketing strategies, and organizational performance of the tourism industry in the UAE. The analysis of the moderating impact of organizational behavior on the links between artificial intelligence, marketing strategies, and organizational performance are also part of the current study’s goals. This study used questionnaires to collect primary data from the respondents and analyzed it using Smart-PLS. The results indicated that artificial intelligence and marketing strategies have a positive association with the organizational performance of the tourism industry in the UAE. The outcomes also revealed that organizational capabilities positively mediate the links between artificial intelligence, marketing strategies, and organizational performance. The findings also demonstrated that organizational behavior significantly moderates the links between artificial intelligence, marketing strategies, and organizational performance of the tourism industry in the UAE. This study is relevant for regulators in supporting policy development related to artificial intelligence and marketing strategies for high organizational performance.

Regulators and recent academics are now paying attention to digital marketing because it has become a complete marketing resource that might propel a firm toward success. As a result, the current study explores the impact of several digital advertising channels, including mobile, e-mail, and digital retargeting, on customer purchasing behavior in the Information Technology (IT) business in the UAE. The current research also examines the moderating effects of marketing tactics at the intersection of mobile advertising, digital retargeting, e-mail marketing, and customer purchasing choices in the IT sector of the UAE. To collect data for this study quantitatively, questionnaires were employed to solicit information from respondents, which was then analyzed using smart-PLS. The findings showed that digital retargeting, mobile, and e-mail marketing positively affect customer purchasing behavior in the UAE's IT sector. The results also demonstrated that marketing tactics drastically reduced the associations between mobile, e-mail, and consumer purchasing decisions in the UAE's IT sector. This study gave policymakers recommendations on better focusing on digital advertising, which could boost the organization's success.

The advent of digital marketing has replaced traditional marketing and shed a great impact on the global economic paradigm. Digital market helps to flourish the service sector by offering the customers desired products. Therefore, the aim of this study is to examine the impact of digital marketing capabilities on business performance enhancement in the United Arab Emirate (UAE) insurance sector. This study used the cross-sectional survey questionnaire method for data collection. This study empirically validated that digital marketing capabilities have a significant impact on business performance enhancement by using the partial least square-structural equation modeling analysis. The findings of this study will be helpful for the regulators and policymakers to design a policy to enhance the business performance by using the means of digital marketing.