نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 پسادکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد ایران
2 کارشناسی ارشد مدیریت بازرگانی .دانشکده مدیریت .دانشگاه امام جواد .یزد .ایران
3 دانشجوی کارشناسی ارشد، مدیریت بازرگانی گرایش بازاریابی، پردیس بین المللی ارس، دانشگاه تهران،جلفا، ایران.
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Objective: In the digital era, technological advancements have profoundly transformed marketing practices and stakeholder engagement. However, a significant research gap persists regarding empirical evidence on how digital transformation influences sustainable marketing performance and the utilization of digital technologies to enhance stakeholder interactions. This study examines the impact of digital transformation on sustainable marketing performance, considering the mediating roles of organizational resilience and social media adoption. Furthermore, it investigates the mechanisms through which digital technologies facilitate the achievement of marketing sustainability.
Methodology: This research adopts a quantitative, descriptive-correlational approach and falls under applied research in terms of purpose. The study population comprises 10,131 knowledge-based companies in Tehran, Iran. Using Morgan's table, a sample size of 278 respondents was determined. Data were collected through a standardized Likert-scale questionnaire (5-point scale). The validity and reliability of the research instrument were confirmed using confirmatory factor analysis (CFA) and Cronbach's alpha. Data analysis was performed using structural equation modeling (SEM) in PLS4 software.
Findings: The model's fit was evaluated at three levels: measurement, structural, and overall. At the measurement level, the reliability and validity of constructs were confirmed. Structural-level analysis examined path coefficients and the significance of relationships between variables. Results revealed that digital transformation has a positive and significant effect on sustainable marketing performance, with organizational resilience and social media adoption playing notable mediating roles. All obtained t-values exceeded the critical threshold of 1.96 at a 95% confidence level, confirming all research hypotheses. Additionally, goodness-of-fit indices (e.g., GFI, CFI, and RMSEA) fell within acceptable ranges, indicating the model's strong fit.
Conclusion: The findings of this study show that digital transformation is helping knowledge-based companies to implement their sustainable marketing strategies more effectively by providing new capabilities and tools. This transformation operates through three key mechanisms: First, digital technologies such as advanced customer data analytics and artificial intelligence systems provide deeper insights into consumer behavior. Second, digital tools such as integrated CRM platforms and marketing automation increase operational efficiency. Third, digital channels enable continuous measurement and optimization of marketing performance. Organizational resilience, as a critical factor, strengthens the ability of companies to adapt to rapid technological changes and digital crises. This characteristic allows organizations to exploit emerging digital opportunities while maintaining operational stability. On the other hand, social media not only serves as a platform for two-way interaction, but also as a tool for understanding stakeholder expectations and continuously improving strategies. By providing strong empirical evidence, this study provides a framework for understanding the multidimensional impacts of digital transformation. The findings suggest that intelligent integration of digital technologies with organizational capabilities can lead to sustainable competitive advantage. For managers, this research emphasizes the importance of simultaneously investing in digital technologies and developing organizational capabilities. For policymakers, the findings can also serve as a basis for designing support programs for knowledge-based businesses.
کلیدواژهها [English]
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