Beam Journal of Economic Studies
Volume 10, Numéro 2, Pages 420-433
2026-09-15
The Impact Of Digital Transformation On Digital Marketing Interaction: The Mediating Role Of Citizens’ Awareness Of Ai In Algeria
Authors : Hansal Ibtissem .
Abstract
This study aims to analyze the impact of digital transformation on interaction with digital marketing, while also examining the mediating role of Algerian citizens' awareness of AI use. The study adopts structural equation modeling methodology using partial least squares (PLS-SEM). The study included a sample of 70 citizens, in addition to semi-structured interviews with 50 employees of public sector institutions. The results showed that Algerian citizens' awareness of AI and digital transformation explain 65.3% of the variance in digital marketing. The results also showed that digital transformation not only has a direct impact on digital marketing but also helps raise citizens' awareness of artificial intelligence technologies, resulting in increased interaction with digital marketing.
Keywords
Digital Transformation; Digital Marketing ; Artificial Intelligence ; PLS-SEM
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