Investigating The Mediating Role Of Artificial Intelligence In The Relationship Between The Branding Process And The Performance Of Start-Up Organizations

Abstract

The purpose of the present research is to investigate the mediating role of artificial intelligence in the relationship between the branding process and the performance of start-up organizations in Tehran. The statistical population of the current research is the employees of the new organizations in Tehran, whose number is 150, and 108 people were selected using a simple sampling method. The tools used in the current research are Chen et al.'s artificial intelligence questionnaire, Liu et al.'s branding questionnaire (2013). ) and Hersey and Goldsmith's organizational performance questionnaire. In this research, content validity was used to check the validity of the questionnaire, and it should be noted that the reliability obtained for the artificial intelligence questionnaire was 0.90, the branding questionnaire was 0.95, and the organizational performance questionnaire was 0.89, which was acceptable. And therefore, the research questionnaires have had sufficient reliability. In order to ensure the validity of the questionnaires, the standard questionnaire was given to subject experts, including professors who have many studies in the field of research, and according to their opinions, the necessary changes were made. Also, the validity of the questionnaire was confirmed by the AVE test for Testing the hypotheses of the research, first, the structural model of the research was fitted. Then, one-sample t-tests and Friedman's test were used according to the type of question and statistical assumptions. The results of this research show that the significance coefficient of artificial intelligence, branding process and organizational performance in the conceptual model is greater than 1.96. which indicates that the main hypothesis of the research has been confirmed. That is, artificial intelligence as a mediating variable has a positive effect on the relationship between branding and organizational performance.