Iranian Sustainable Building Scientific Association International Journal of Urban Management and Energy Sustainability 2538-1628 6 3 2025 07 01 Assessing and Developing a Technology Readiness Model for B2B Companies in Adopting AI-Powered Customer Relationship Management (AI-CRM): A Mixed-Methods Study 301 314 736705 10.22034/ijumes.2025.736705 EN Ahmed Salam Ali Nukhailawi Ph.D. Student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran Hossein Rahimi Kolour Associate Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran 0000-0001-9166-1370 Bahman Khodapanah Assistant Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran 0009-0001-6682-3179 Mohammad Bashokouh Ajirlou Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran 0000-0003-0367-3916 Journal Article 2025 03 09 This study investigates the mechanisms through which discursive distribution channels influence the sales performance of new products, validating a qualitatively derived model through a quantitative phase. In the first stage, a grounded theory approach was employed to identify the key dimensions of discursive distribution channels namely norming, discursive coherence, content diversity, and interactivity. Subsequently, the research model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results indicate that content diversity significantly strengthens customer trust, while discursive coherence and norming exert no significant direct effect on trust. Interactivity and content diversity significantly enhance customer engagement, and engagement plays a stronger role than trust in explaining perceived value. Perceived value, in turn, significantly predicts purchase intention for new products. These findings suggest that discursive distribution channels exert their effect on purchase behaviour primarily through creating interactive experiences and multi-faceted content, activating customer engagement, and elevating perceived value. The study provides empirical evidence for the necessity of designing channels that function as stages for customer participation and experience rather than as one-way message conduits. https://www.ijumes.com/article_736705_a4a96359a47cb728693179572c41aad8.pdf