The nexus among business intelligence and human resource management activities in the public universities in Jordan: A mediated moderation model

Business intelligence (BI) is quickly changing the way human resource management is carried out in public universities in Jordan. This study aimed to look into how BI affects HRM activities in these institutions, focusing on aspects like knowledge management, digital marketing, and employee-driven innovation. It also explored how people’s views on risk influence the link between knowledge management and HRM practices. For data collection, an online survey was used, targeting professionals working in HRM within the public university sector in Jordan. A total of 365 individuals responded to the survey. The researchers used a statistical method called partial least squares structural equation modeling (PLS-SEM) to test their ideas about BI and its effects in Jordan. The results showed that BI has a positive effect on HRM activities in public universities, especially in relation to knowledge management, digital marketing, employee innovation, and risk perception. The study also found that how people perceive risk plays a positive role in connecting knowledge management with HRM processes. These results are important for professionals in the public university sector in Jordan, as BI tools can help improve how organizations perform. However, it’s important to plan carefully when introducing BI tools into an organization to fully benefit from their potential.