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.

Type of the article: Research article

The increasing development of digital business environments has contributed to the diversification of knowledge sources globally, making smart knowledge management crucial for enhancing the accuracy of decision-making processes. This study aims to investigate the impact of AI-driven capabilities, including adaptive learning, intelligent analytics, automation capability, integration capability on knowledge systems, and the role of smart knowledge management as a mediating factor within the context of the Federal Civil Service Council in Baghdad, Iraq. The study employed a quantitative method to collect data between April 2025 and August 2025 from 161 employees with at least three years of experience in knowledge management, organizational content and records, data, and machine learning. This sample included knowledge management managers, knowledge management specialists, data analysts, knowledge support technicians, and operations managers at the Federal Civil Service Council. The findings indicate that enhancing AI-driven capabilities across the four dimensions of adaptive learning, intelligent analytics, automation capability, and integration capability contributes to organizational success. This is evident from the correlation between adaptive learning (p = 0.012, < 0.279), analytical intelligence (p = 0.018, < 0.213), automation capabilities (p = 0.02, < 0.05), and knowledge systems. The study found that intelligent knowledge management plays a crucial mediating role in the relationship between AI capabilities and knowledge systems, contributing to the success of digital organizations and the accuracy of decision-making. This is further demonstrated by the positive correlation between the dimensions of AI capabilities and knowledge systems.