How cloud knowledge management platforms enhance innovation in digital marketing strategies?
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Author(s)Mohammed Ahmed Al-HamamyLink to ORCID Index: https://orcid.org/0000-0002-7109-7933
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Bashar Thaker Al-QotajeLink to ORCID Index: https://orcid.org/0000-0002-8513-8337
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Manal AlsammakLink to ORCID Index: https://orcid.org/0000-0003-1425-9219
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DOIhttp://dx.doi.org/10.21511/im.21(4).2025.19
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Article InfoVolume 21 2025, Issue #4, pp. 261-276
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Creative Commons Attribution 4.0 International License
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.
- Keywords
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JEL Classification (Paper profile tab)M31, O32, D83, C83
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References48
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Tables6
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Figures2
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- Figure 1. Research model
- Figure 2. Measurement model
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- Table 1. Validity and reliability test
- Table 2. HTMT
- Table 3. Fornell-Larcker criterion
- Table 4. R-square adjusted
- Table 5. Hypothesis testing estimates
- Table A1. Research questionnaire
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Exploring the impact of flexible work arrangements on employee engagement in telecommunications: case of Egypt
Adel Ghonim ,
Abdelrehim Awad 
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Mohamed Shemais ,
Talaat Shma ,
Adel Aziz
doi: http://dx.doi.org/10.21511/ppm.23(2).2025.13
Problems and Perspectives in Management Volume 23, 2025 Issue #2 pp. 198-207 Views: 1654 Downloads: 620 TO CITE АНОТАЦІЯFlexible work arrangements (FWAs) have become a cornerstone of modern organizational practices, offering solutions to enhance employee engagement and adapt to evolving workplace demands. The purpose of this study is to examine the impact of flexible work arrangements on job engagement, focusing on how dimensions such as workload flexibility, workplace flexibility, and flexible working hours influence employee vigor, dedication, and absorption within the Egyptian telecommunications sector. A descriptive-analytical approach was adopted, and data were collected through a structured questionnaire distributed to 300 employees across different departments in the Egyptian Telecom Company. Statistical analyses, including correlation and regression, were employed to test the relationships between the variables. The findings reveal that FWAs significantly enhance job engagement, explaining 62% of the variance in engagement levels. Flexibility in workload emerged as the strongest predictor (β = 0.28), followed by flexible workplace (β = 0.25) and flexible working hours (β = 0.22). Flexible workplace and working hours also had substantial impacts, reflecting the importance of spatial and temporal flexibility in addressing employee needs. While flexible working procedures contributed positively, their influence was comparatively lower, indicating the operational constraints of the telecommunications sector. The results underscore the practical value of FWAs in enhancing workforce motivation and organizational performance. By strategically implementing tailored FWA policies, organizations in dynamic sectors like telecommunications can foster a more engaged and adaptable workforce, ensuring resilience and competitiveness in a rapidly changing environment.
Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program. -
Role of proactive behavior in entrepreneurial alertness: A mediating role of dynamic capabilities
Ahmed Abdullah Amanah ,
Sahar Abbas Hussein ,
Dheyaa Falih Bannay
doi: http://dx.doi.org/10.21511/ppm.20(4).2022.10
Problems and Perspectives in Management Volume 20, 2022 Issue #4 pp. 127-137 Views: 1082 Downloads: 423 TO CITE АНОТАЦІЯThe role of entrepreneurial alertness has been increasing to cope with the current fiercely competitive market. Entrepreneurial alertness enables companies to benefit from unseized opportunities and gain a competitive advantage. Therefore, the study explores the role of proactive behavior in enhancing the entrepreneurial alertness of organizations through the mediating role of dynamic capabilities. The study focuses on the Iraqi telecommunication market because of the intense competition between three major telecom companies. Data were collected through a 5-point Likert-scale questionnaire distributed among employees of mobile telecommunications companies in Iraq. The sample aimed to cover different levels in the business hierarchy with a particular focus on the leading positions. Therefore, it included 299 members of boards of directors, branch managers, department heads, and chief supervisors (middle managers). Structural equation modeling (SEM) was used to analyze the responses. Results revealed the positive effect of adopting proactive behavior (e.g., problem prevention, innovation, and holding responsibilities) on entrepreneurial alertness (e.g., scanning, searching for, and evaluating opportunities). The results also approved the mediating role of dynamic capabilities in enhancing the relationship between proactive behavior and entrepreneurial alertness. Therefore, Iraqi governmental telecommunication enterprises are recommended to benefit from the dynamic capabilities of employees (e.g., sensing, learning, integrating, and coordinating capabilities) to maximize the positive influence of proactive behavior on entrepreneurial alertness and, accordingly, improve the prediction of production risks and threats.
