This review paper explores the landscape of digital transformation within Saudi Arabian organizations, focusing on strategies, innovations, and implications in alignment with Vision 2030. Drawing from a wide array of literature, it examines the drivers and barriers of digital transformation, emphasizing the role of organizational culture, leadership, and change management. Discussions encompass innovative technologies, such as e-commerce, AI, and IoT, and their impact on various sectors. The paper also analyzes how digital transformation initiatives contribute to Vision 2030 objectives, including economic diversification, innovation, and social development. By synthesizing existing research, the paper offers insights for stakeholders to navigate digital transformation while advancing Vision 2030's goals for a diversified, knowledge-based economy.

This study aims to explore the impact of AI chatbot marketing on customer satisfaction and loyalty within the context of online shopping in Saudi Arabia. It seeks to understand how the usability and responsiveness of AI chatbots influence customer perceptions and behaviors, ultimately contributing to enhanced satisfaction and loyalty. A cross-sectional research design was employed, utilizing a structured questionnaire to collect data from 271 customers with prior experience in online shopping. Convenience sampling was used to gather responses, and the questionnaire included dimensions related to the usability and responsiveness of AI chatbots. Structural equation modeling (SEM) was applied to analyze the data and assess the relationships between AI chatbot marketing, customer satisfaction, and customer loyalty. The results reveal that AI chatbot marketing significantly enhances customer satisfaction, which in turn positively influences customer loyalty. Additionally, customer satisfaction was found to mediate the relationship between AI chatbot marketing and customer loyalty. These findings highlight the critical role of AI chatbots in shaping customer experiences and fostering long-term loyalty. The study concludes that AI chatbot marketing is a powerful tool for improving customer satisfaction and loyalty in the online shopping environment. By investing in advanced AI technologies and optimizing chatbot functionalities, businesses can create more engaging and satisfying customer interactions. The findings suggest that businesses should prioritize the development and implementation of AI chatbots to enhance customer experiences. By focusing on usability and responsiveness, companies can drive higher levels of satisfaction and loyalty, thereby gaining a sustainable competitive advantage in the digital marketplace. These insights are particularly relevant for online retailers in Saudi Arabia and other regions aiming to capitalize on the growing trend of AI-driven customer engagement.

Augmented reality (AR) technology has gained significant attention in the retail sector for its potential to enhance the shopping experience. This cross-sectional quantitative study investigates the factors influencing consumers' intention to adopt AR for shopping, with a focus on the mediating role of self-efficacy. Data were collected via an online survey from 312 individuals residing in the United States who have engaged in online shopping within the past six months. Convenience sampling was employed, and data were analyzed using structural equation modeling. The study found that perceived relative advantage, augmented quality, and innovativeness positively influence consumers' intention to use AR for shopping. Furthermore, self-efficacy emerged as a significant mediator in this relationship, highlighting the importance of consumers' confidence in their ability to utilize AR technology. These findings offer valuable insights for businesses seeking to leverage AR technologies to enhance the retail experience and drive consumer engagement. By strategically addressing these factors, retailers can unlock the transformative potential of AR and position themselves at the forefront of AR-driven retail innovation.

This study aims to investigate how green marketing practices influence product success through the mediating effects of green corporate image and green innovation. This study utilizes survey data collected from employees in large and medium-sized manufacturing companies in Saudi Arabia, focusing on industries such as petrochemicals, construction materials, and food processing. The sample includes employees in managerial, operational, and technical roles, ensuring relevance to green practices and their impact on product success (totaling 297 individuals). Structural Equation Modeling (SEM) is used for analysis. The results indicated that green marketing practices have a significant positive influence on green corporate image (β = 0.908, p = 0.000) and green innovation (β = 0.858, p = 0.000). However, their impact on product success was not statistically significant (β = 0.224, p = 0.216). Green innovation significantly influenced product success (β = 0.389, p = 0.001), whereas the direct influence of green corporate image on product success (β = 0.357, p = 0.050) and the indirect effects of green marketing practices on product success via green corporate image (β = 0.324, p = 0.059) were not supported. Conversely, the indirect effects of green marketing practices on product success via green innovation were significant (β = 0.334, p = 0.001). Moreover, the study underscores the importance of holistic sustainability approaches, emphasizing the integration of green practices across marketing strategies, corporate branding, innovation endeavors, and product development initiatives. AcknowledgmentThe author extends the appreciation to the Deanship of Postgraduate Studies and Scientific Research at Majmaah University for funding this research work through the project number (R-2025-1667).

This study investigates the relationships between strategic green marketing orientation (SGMO), green innovation, and marketing performance within the manufacturing sector in Saudi Arabia. Employing a cross-sectional research design, data was collected from mid-level employees in the marketing departments of manufacturing firms. A total of 357 responses were gathered using a structured questionnaire, which measured the three key constructs using validated scales adapted from prior studies. Structural equation modeling (SEM) was utilized to analyze the data, enabling the examination of both direct and indirect relationships among the variables. Results revealed that SGMO has a strong positive effect on green innovation, which in turn significantly enhances marketing performance. Additionally, green innovation was found to mediate the relationship between SGMO and marketing performance, highlighting its pivotal role in translating green marketing strategies into improved market outcomes. The study underscores the importance of integrating environmental concerns into marketing strategies and fostering green innovation to achieve sustainable business success. These findings offer valuable insights for managers and policymakers in the manufacturing sector, emphasizing the need to align green marketing practices with innovation to drive both environmental and economic benefits.

This study examines the relationships between digital content marketing, technology innovation, and consumer buying decisions in the context of online shopping in Saudi Arabia. The study aims to determine how digital content marketing influences technology innovation and buying decisions, as well as the mediating role of technology innovation. A cross-sectional research design was employed, collecting data from 341 individuals with online shopping experience through convenience sampling. Structural equation modeling (SEM) was used to analyze the direct and indirect effects among the study constructs. The results indicate that digital content marketing significantly influences technology innovation and directly impacts consumer buying decisions. Additionally, technology innovation serves as a mediator, strengthening the effect of digital content marketing on buying decisions. The study underscores the importance of integrating digital content marketing with technology-driven innovations to enhance consumer engagement and drive purchasing behavior. The findings provide actionable insights for marketers seeking to optimize digital marketing strategies and leverage technological innovations to align with consumer preferences, ultimately improving online shopping experiences in Saudi Arabia.