Journal of value creating in Business Management

Identifying the Components of Digital Marketing and Examining Their Impact on Marketing Performance with the Mediating Role of Knowledge Adoption and the Moderating Role of Innovation in Small and Medium-Sized Enterprises (SMEs) in Iraq

Document Type : Original Article (Mixed)

Authors

Samer Adel Abd 1
Mojtba Poursalimi 2
Yaghoob Maharati 3
Mohammad Mehraeen 3

1 PhD Student, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.

2 Associate Professor, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.

3 Professor, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.

https://doi.org/10.22034/jvcbm.2026.590616.1790
Abstract
The present study aims to identify the components of digital marketing and investigate their impact on marketing performance, considering the mediating role of knowledge adoption and the moderating role of organizational innovation in Small and Medium Enterprises (SMEs) in Iraq. In terms of objective, the research is applied-developmental; in terms of implementation, it follows a mixed-methods (qualitative-quantitative) approach; and by nature, it is exploratory-confirmatory. The statistical population in the qualitative phase consisted of 15 digital marketing experts in Baghdad, selected through judgmental and snowball sampling methods. The quantitative population included 108 marketing specialists from companies operating in the online food ordering industry in Baghdad, selected via simple random sampling. Data were collected using semi-structured interviews and questionnaires. For data analysis, the Fuzzy Delphi method was employed in the qualitative phase, while SPSS and PLS software were used for the quantitative phase. Qualitative results identified 55 indicators categorized into five main components: operational agility, data-driven personalization, brand credibility, customer interactive experience, and digital marketing strategies. The findings revealed that all digital marketing components have a positive and significant impact on marketing performance. Furthermore, knowledge adoption plays a significant mediating role in strengthening this relationship, and organizational innovation moderates the intensity of digital marketing’s impact on marketing performance. The results suggest that the strategic integration of digital marketing with knowledge management mechanisms and the promotion of an innovation culture can lead to enhanced marketing performance and the creation of a sustainable competitive advantage for Iraqi SMEs.

Keywords

Digital Marketing
Marketing Performance
Innovation
Interactive Customer Experience
Marketing Strategies
Sustainable Competitive Advantage
Small and Medium-Sized Enterprises (SMEs)
Subjects

  • Receive Date 07 May 2026
  • Revise Date 19 July 2026
  • Accept Date 21 August 2026

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