UNVEILING THE IMPACT OF KNOWLEDGE MANAGEMENT ON DIGITAL MARKETING PERFORMANCE: THE ROLE OF BUSİNESS INTELLIGENCE IN PHARMACEUTICAL CORPORATE SECTOR

Abstract

This paper tries to explore the relationship between digital marketing performance, business intelligence, and knowledge management in the pharmaceutical sector. In a high-technology environment where the pharmaceutical industry is also caught up in fast changes and keen competition, this study will examine the mediating role of business intelligence in knowledge management and its relation to digital marketing performance. The data were collected from digital marketing managers in the pharmaceutical industry in Jordan, and analysis was performed through SPSS and PROCESS Macro v3.5 to test the direct and indirect effects. Findings indicate that knowledge management directly influences digital marketing performance β = 0.06, p = 0.08, and indirectly through business intelligence β = 0.44, p = 0.00. The total effect of knowledge management and business intelligence on digital marketing performance is 0.50, which is significant with a confidence interval not crossing zero—LLCI = 0.36, ULCI = 0.56, hence statistically significant. Moreover, the R-squared value of 0.63 indicates that the model explains a large proportion of variance in digital marketing performance. The findings emphasize the fact that knowledge management, combined with business intelligence, greatly enhances digital marketing performance by improving creativity, accessibility, and strategic decision-making. The paper concludes that pharmaceutical companies that invest in these technologies will be at a competitive advantage and afford sustainable growth. Future research should focus on specific business intelligence tools that could further optimize knowledge management and digital marketing performance across different sectors.