تأثیر جهت گیری دیجیتال بر عملکرد بازاریابی با نقش واسطه ای قابلیت های بازاریابی دیجیتال در کسب وکارهای کوچک و متوسط (مورد مطالعه: کسب وکارهای مجازی شهر ارومیه) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
کسب وکارها در زمینه فعالیت های مبتنی بر بازاریابی دیجیتال نگرش مثبتی را در ذهن مصرف کنندگان خود ایجاد می کنند و با تعهد به اصول قابلیت های بازاریابی تصویر بهتری از خدمات خود را ارائه می دهند؛ بنابراین امروزه توسعه عصر دیجیتال عملکرد کسب وکارها را متحول کرده است. در مطالعه حاضر تأثیر جهت گیری دیجیتال بر عملکرد بازاریابی با نقش واسطه ای قابلیت های بازاریابی دیجیتال در کسب وکارهای مجازی کوچک و متوسط بررسی می شود. این پژوهش به لحاظ هدف، کاربردی و از لحاظ شیوه جمع آوری اطلاعات توصیفی-پیمایشی است؛ بنابراین در دسته پژوهش های همبستگی قرار می گیرد. همچنین، این پژوهش به صورت میدانی انجام شده است. جامعه آماری این پژوهش را کسب وکارهای مجازی شهر ارومیه به تعداد ۱۰۰۲ تشکیل می دهد. حجم نمونه بر اساس جدول مورگان و در راستای بهبود نتایج تعداد ۲۸۱ کسب وکار مجازی کوچک و متوسط است که به روش نمونه گیری تصادفی ساده انتخاب شده است. ابزار گردآوری اطلاعات، پرسشنامه استاندارد بر اساس ۵ نقطه ای لیکرت است. برای پایایی پرسشنامه از ضریب آلفای کرونباخ بهره گرفته شد. تجزیه وتحلیل داده ها با استفاده از روش معادله های ساختاری و به کمک نرم افزار SPSS26 وSmartPLS-3 انجام شد. نتایج نشان داد که جهت گیری دیجیتال بر عملکرد بازاریابی و بر قابلیت های بازاریابی دیجیتال و قابلیت های بازاریابی دیجیتال بر عملکرد بازاریابی تأثیر مثبت و معنادار دارد. در نهایت، نقش واسطه ای قابلیت های بازاریابی دیجیتال در ارتباط بین جهت گیری دیجیتال و عملکرد بازاریابی نیز با آزمون سوبل تأیید شد.Effects of Digital Orientation on Marketing Performance with the Mediating Role of Digital Marketing Capabilities in Small and Medium Businesses
Businesses operating in the digital marketing domain have recognized the importance of marketing capabilities in shaping consumer perceptions and enhancing their services. As the digital age continues to evolve, it has significantly influenced business performance. This study examined the relationship between digital orientation and marketing performance in small and medium-sized virtual businesses, considering the mediating role of digital marketing capabilities. The research adopted a practical and descriptive-survey approach, falling under the category of correlational research. Data collection was conducted in the field, focusing on virtual businesses in Urmia City with a total population of 1002 businesses. A sample size of 281 small and medium-sized virtual businesses was selected using a simple random sampling technique, following the guidelines of the Morgan table to ensure robust results. The data collection tool employed a standardized questionnaire with a 5-point Likert scale. Reliability analysis was performed using Cronbach's alpha coefficient. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of SPSS 26 and SmartPLS-3 software.
Introduction
The advent of the digital revolution has brought about significant changes in various aspects of society, including business operations and performance. One area that has experienced notable transformation is marketing (Djakasaputra et al., 2021). "Digital marketing" has emerged as a powerful tool for businesses to enhance their sales and cater to consumer demands in alignment with the latest technological advancements (Seman et al., 2023). Digital marketing leverages internet-based tools to facilitate effective and efficient buying and selling processes. By establishing a strong brand image, marketing enables companies to achieve high levels of corporate performance. Within this context, marketing capabilities serve as organizational cultural traits that facilitate the necessary behaviors to create superior value for customers and sustain long-term business success.
Digital orientation encompasses the strategic utilization of digital technology opportunities by companies (Karina et al., 2022). This approach involves adopting attitudes and behaviors that foster market insight generation, active innovation, and openness to new ideas. Moreover, organizations allocate resources for effective management of information technology projects, enabling them to leverage the benefits of the latest technological advancements and become catalysts for transformation through the introduction of new methods and tools (Tucmeanu et al., 2022).
Marketing capabilities play a crucial role in enhancing a company's power and profitability, positioning them favorably in the market. Only those companies that effectively utilize marketing capabilities to create superior customer value for their products and services can compete from an advantageous position. Thus, marketing capabilities empower companies to implement strategic orientations aligned with market conditions and achieve desired outcomes (Seman et al., 2023). This transformation is made possible by the theory of dynamic management capabilities, where market orientation acts as a dynamic capability that enables companies to develop new products and processes and respond to market changes. Market capabilities fall under the category of dynamic resources, encompassing the efforts made by companies to cultivate and maintain processes that harness human capital and specialized knowledge to interact with specific digital technologies (Rupeika-Apoga et al., 2022).
In addition to technological aspects, digital orientation encompasses strategies that strengthen digital transformation and yield competitive advantages. It enables companies to enhance profitability, create new market value and share, and transition towards the digital market. Digital orientation also encompasses beliefs about effective business management and pursuit of relevant activities (Matarazzo et al., 2021).
In the modern era, every organization requires an evaluation system to assess the profitability and status of its products, particularly in complex and dynamic environments. The absence of an evaluation and monitoring system is perceived as a lack of communication with the internal and external organizational environment, which can ultimately lead to the demise of the organization. Within this context, organizational market performance emerges as a crucial concept for organizations of all sizes and across sectors. Assessing marketing performance necessitates metrics that measure the outcomes of a company's marketing systems, ranging from advertising programs to distribution channels, as well as customer interactions and behaviors. Marketing performance evaluation applies to companies engaged in various marketing activities, including direct advertising, social media presence, face-to-face advertising, and email marketing. It is assessed using a diverse range of financial and non-financial tools (O'Sullivan and Abella, 2007). Evaluating marketing performance stands as a vital approach to determine overall business performance, particularly in critical circumstances. This evaluation process contributes to the success of marketing and sales strategies (Beukes & van Wyk, 2016).
The objective of digital marketing is to identify the key elements of digital marketing and initiate strategic, organizational, and operational discussions to enhance the effectiveness of active businesses in the market. However, digital marketing is not just an innovative technology-driven activity; it also constitutes a distinct aspect of marketing operations that sets it apart from other marketing activities. With the continuous expansion of the digital landscape, small and medium-sized businesses face new challenges in attracting customer satisfaction and delivering superior services. Among these challenges, the lack of appropriate marketing strategies and insufficient attention to digital marketing by managers and employees are recognized as the primary factors that reduce customers' inclination towards such businesses.
In today's world, success in the business arena increasingly hinges on digital marketing capabilities. Small and medium-sized businesses need to develop their marketing capabilities in various areas, including customer orientation, competitor analysis, human resource empowerment, and technology utilization in order to survive and thrive in this challenging environment. Given the growing importance of digital marketing, attention to this issue and investment in developing marketing capabilities are essential for the success of small and medium-sized businesses in today's highly competitive landscape.
Hypothesis 1: Digital orientation has a positive and significant impact on marketing performance.
Hypothesis 2: Digital orientation has a positive and significant impact on digital marketing capabilities.
Hypothesis 3: Digital marketing capabilities have a positive and significant impact on marketing performance.
Hypothesis 4: Digital marketing capabilities play a mediating role in marketing performance.
Methodology
This research was a practical study with a descriptive correlational method. The statistical population of the study comprised all small and medium-sized virtual businesses in Urmia as reported by the Industry, Mining, and Trade Organization of West Azerbaijan Province (2022), totaling 1002 businesses. To improve the accuracy of the results, 281 questionnaires were distributed and collected among the managers of these businesses, following the guidelines of the Morgan table. The significance level (sig) was set at less than 5%. The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy was calculated to be 0.724, indicating sufficient sampling adequacy for conducting exploratory factor analysis. Descriptive statistics were analyzed using SPSS26 software. Prior to hypothesis testing, the Kolmogorov-Smirnov test was conducted to assess the normality of the data distribution. The results indicated that the variable distributions were not normal. Therefore, Smart-PLS3 software was employed. The PLS-SEM analysis comprised two stages: measurement model estimation and structural model estimation. This sequential approach ensured the validity and reliability of the constructs before drawing conclusions about the relationships between them.
Findings
The Structural Equation Modeling (SEM) approach with a Partial Least Squares (PLS) methodology was employed to examine the fit of both the measurement model and the structural model. Assessment of the measurement model fit involved evaluating reliability and validity indicators. Reliability was assessed using measures, such as factor loadings, Cronbach's alpha, and Composite Reliability (CR). All factor loadings exceeded 0.4, indicating statistically significant results. Furthermore, Cronbach's alpha and CR coefficients were above 0.7 for all variables, indicating acceptable reliability of the measurement model.
To assess validity, both convergent and discriminant validity measures were utilized. Convergent validity of the constructs was evaluated using the Average Variance Extracted (AVE) indicator. The AVE values were higher than 0.5, indicating satisfactory convergent validity of the constructs. Additionally, the square root of AVE for each construct exceeded its correlations with other constructs, confirming both convergent and discriminant validity. With the confirmation of convergent and discriminant validity, the overall validity of the measurement model was considered acceptable. Furthermore, the positive Q2 value indicated satisfactory predictive power of the model.
The Goodness of Fit (GOF) measure yielded a value of 543, indicating a strong fit of the overall research model. To assess the mediating role of marketing capabilities, the Variance Accounted For (VAF) method was employed, which ranged from 0 to 1. In this study, the calculated VAF of 0.48 indicated that marketing capabilities partially mediated the relationship.
Conclusion
The findings of the study indicated that both small and large businesses could derive significant benefits by focusing on the strategic utilization of digital tools and channels to achieve their marketing objectives. By leveraging digital technologies, the businesses could enhance customer access, improve customer interaction, collect valuable customer data, increase marketing effectiveness at a lower cost compared to traditional methods, and enhance marketing agility. These factors collectively contributed to a substantial improvement in marketing performance. Therefore, placing a greater emphasis on digital orientation was positively associated with enhanced marketing performance.
Furthermore, adoption of digital orientation enabled the companies to effectively harness digital tools and technologies to fulfill their marketing goals. This empowered the businesses to establish sustainable competitive advantages by leveraging their unique capabilities and resources, making it challenging for competitors to replicate or imitate their success.
Similarly, the findings suggested a direct relationship between the degree of digital marketing capabilities and marketing performance. As the companies enhanced their digital marketing capabilities, they became better equipped to respond to market changes and anticipate consumer demand. This capability enabled them to effectively utilize partner resources, create value for the company, and predict consumer demand.
Therefore, the results demonstrated that increasing digital orientation could enhance digital marketing capabilities, ultimately leading to improved marketing performance. Digital marketing capabilities served as essential resources that enabled the companies to enhance their communication with customers and elevate their overall marketing efforts. By embracing digital orientation and investing in digital marketing capabilities, businesses can position themselves for success in the dynamic digital marketplace.
تبلیغات
