Impact of Artificial Intelligence-Driven Marketing Forecasting and Employee Retention Strategies on Financial Growth: The Moderating Role of Sustainable Development Goals and Mediating Effect of Employee Satisfaction: A PLS-SEM Approach in NCR Region
DOI:
https://doi.org/10.64252/v6kj5w26Keywords:
AI-based marketing forecasting, retention strategies of employees, employee satisfaction, SDG orientation, financial growth, PLS-SEM, NCR region, mediation, moderation, sustainability.Abstract
Aim:The present study focuses to investigate the effect of AI-based marketing forecasting and employee retention strategies on financial growth at organizations with employee satisfaction as a moderator and Sustainable Development Goal (SDG) orientation as a mediator in the NCR region of India.
Research Methodology:A cross-sectional, quantitative research design was also used to gather data by using a structured Likert-scale questionnaire, from 435 mid to senior-level professionals, in different industries in Delhi-NCR. The constructs used in the study involve the constructs of technology adoption, human resource practices, and sustainable development, which are integrated into the single analytical model.
Statistical Methods:The analysis was done at two stages. validation of measurement and assessment of structural model through Partial Least Squares Structural Equation Modeling (PLS-SEM). Reliability, convergent and discriminant validity were first done and were followed with testing for direct, indirect (mediation) and interaction (moderation) effects. Goodness-of-fit indices (CFI, RMSEA, SRMR, TLI, χ²) were used for model fit.
Results:The results are in support of the significant positive effects of AI-driven marketing forecasting (β = 0.316) and employee retention strategies (β = 0.374) on financial growth. The employee satisfaction highly mediates in these relationships (β = 0.184, .199), SDG orientation moderates the influence employee satisfaction on financial growth (β = 0.165). All the path relationships were statistically significant at p <0.05, and the model fit indices were at recommended thresholds.
Originality/Value:This research provides a new imputation to the literature by bringing together AI technology, HR practices, and sustainability goals all under the umbrella of a performance framework. It adds to the knowledge of the combined role of digital and human capital strategies for enhancing financial results and offers practical guidance for organizations that need sustainable competitive advantage.
