Title: Intelligent marketing of E-government public services and citizen interaction

Authors: Tariq Samarah; Ayman Hindieh; Ala Mughaid; Muder Almiani

Addresses: Faculty of Economics and Administrative Sciences, Electronic Marketing and Social Media, Zarqa University – Zarqa, Zarqa, 13110, Jordan ' Faculty of Economics and Administrative Sciences, Electronic Marketing and Social Media, Zarqa University – Zarqa, Zarqa, 13110, Jordan ' Faculty of Prince Al-Hussien bin Abdullah II for IT, Department of Information Technology, The Hashemite University, Zarqa, 13133, Jordan ' Gulf University for Science and Technology, Hawally, 32093, Kuwait

Abstract: The application of innovative marketing technologies is important for optimising E-government services delivery. This study investigates the integration of E-marketing with E-government platforms to improve public service and citizen engagement. The research addresses the following: How AI-driven marketing can improve citizen engagement and service accessibility? What are the key factors influencing E-government services? A mixed-methods approach was employed, combining qualitative interviews with government officials and quantitative surveys of citizens to assess the effectiveness of AI-driven strategies. The results indicate a 30% increase in user satisfaction, a 25% improvement in service accessibility, and a 40% rise in citizen engagement. The proposed system reduces operational costs by 20%. Findings underscore the implications of intelligent marketing technologies in public administration, not only in improving service delivery, but in enhancing government efficiency also. These results highlight the critical role of AI driven marketing in modernising public service, ensuring better service delivery and citizen satisfaction.

Keywords: digital marketing strategies; E-Government; public service delivery; citizen interaction; AI-driven marketing; data analytics in public administration.

DOI: 10.1504/IJEG.2025.151203

International Journal of Electronic Governance, 2025 Vol.17 No.3, pp.258 - 283

Received: 04 Aug 2024
Accepted: 09 Nov 2024
Published online: 19 Jan 2026 *

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