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Title: Revolution of the marketing mix idea using AI tech to forecast strategic marketing decision management with moderating effect of environmental parameters in UAE real estate industry

Authors: Mohammed T. Nuseir; Ahmad Aljumah; Ghaleb A. El Refae

Addresses: College of Business, Al Ain University, UAE ' College of Communication and Media, Al Ain University, UAE ' College of Business, Al Ain University, UAE

Abstract: The prime objective of the study is to examine the direct impact of machine learning, deep learning and big data on the marketing strategies of real estate firms in UAE. In addition to that, the study has also examined the moderating role of environmental factors in the relationship between the deep learning, machine learning, big data and marketing strategies of real estate firms in UAE. In the current research, the data from the total 300 marketing managers were collected using the non-probability convenient sampling technique from Dubai UAE. The study has employed quantitative research design and SEM-PLS was used for the analysis purpose. The results of the study emphasise leveraging AI within the marketing mix, as it predicts how the marketing decision-making should be done and gives data driven insights, which reshape traditional marketing framework.

Keywords: machine learning; marketing mix; deep learning; real estate UAE; strategic marketing decision management; big-data; environmental factor.

DOI: 10.1504/IJEBR.2025.146109

International Journal of Economics and Business Research, 2025 Vol.29 No.12, pp.1 - 22

Received: 03 Oct 2024
Accepted: 14 Jan 2025
Published online: 06 May 2025 *