Manal Alsammak

Type of the article: Research Article

Abstract
Cloud-based knowledge management platforms provide real-time, collaborative digital environments for storing and distributing organizational intelligence.. This study aims to examine the impact of cloud-based knowledge management platforms and innovation on digital marketing strategies and the mediating role of the marketing decision support system. The study employed a quantitative methodology for data collection, utilizing a specially designed questionnaire. This questionnaire was distributed to marketing managers and marketers at Asiacell Telecommunications in Iraq. This sample was selected because it represents the group responsible for developing marketing strategies. Purposive sampling was used due to the knowledge and field experience. Data were collected between February 2025 and April 2025 by distributing the questionnaire to 160 specialists from the marketing, IT, and decision-making departments. The study findings illustrate the implications of Knowledge Retrieval Efficiency (β = 0.068 < 0.047), Marketing Decision Support System (MDSS) (β = 0.374 < 0.001), Knowledge Security (β = 0.043 < 0.080), and Marketing Decision Support System (β = 0.235 < 0.003), Innovation in Digital Marketing Strategies (0.183 < 0.010), System Usability (β = 0.051 < 0.059), Marketing Decision Support System (β = 0.277 < p = 0.002) . The study reveals that companies with robust digital infrastructure and collaborative knowledge practices tend to generate data-driven, adaptive, and customer-centric marketing innovations. Practical implications include strategies for integrating decision support systems into cloud platforms to improve decision quality and marketing agility.