...Khayrat Ayyad; Ahmed Farouk Radwan Purpose Artificial intelligence is increasingly embedded in strategic communication infrastructures, yet limited empirical research has examined the institutional conditions under which AI contributes to communication effectiveness. This study develops and tests...

... 1) Although continuous research efforts of communication ROI study in the past decade have led to a generic agreement that communication effectiveness has been one of the leading indicators of organization's business performance, the measurement of this strong relationship has not been well...