Document Type : Original Article (Mixed)
Authors
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 Administrative and Economic Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
4
Professor, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
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.
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