The Role of AI Usability in Enhancing E-Finance Through the Mediating Role of Digital Marketing Practices

Abstract

This research aims to study the role of artificial intelligence (AI) in enhancing e-financing through the mediating role of digital marketing practices in a sample of Iraqi private commercial banks listed on the Iraq Stock Exchange. The research problem is defined by a number of questions aimed at identifying the conceptual and applied frameworks of its variables, as well as focusing on the application of these variables in one of the most important market sectors. The primary data collection tool used was a questionnaire, administered to a sample of 184 individuals, due to its suitability to the nature of the research and its ability to obtain quantitative information amenable to statistical analysis. The research also utilized the SPSS v22 statistical software for data entry and analysis. Furthermore, the researchers employed Cronbach's Alpha for internal consistency and the split-half reliability test using Guttman's coefficient to verify the quality of the measurement instrument used. The research reached several conclusions, the most important of which was that enhancing e-finance depends not only on technical knowledge of artificial intelligence, but also on employing this knowledge within effective digital marketing strategies that focus on perceived value and ease of use, while adhering to ethical dimensions that foster user trust.