The Role of Digital Marketing in Enhancing Supply Chain Efficiency: An Empirical Study in the Industrial Sector in Jordan
Description
This study was launched to address the influence of the digital marketing capabilities on the supply chain profligacy of the Arabian industrial sector through the mediation of the supply chain adaptability. The study had a mixed methodology combined type of research that consists of exploratory and quantitative research. The data was collected via a purposive sample of 372 managers, and industrial enterprise decision-makers. This was analyzed through the Partial Least Squares Structural Equation Modeling, that is, the SMART IM 4.0 software. Given the implication, the courageous suggestions of digital marketing and transparent digital systems to render a considerable positive impact respectively to the flexibility or efficiency of the supply chains, and on the quality of the channel in which supply operates, its influence is considerable but negatively. Also, it was noted that fixed, rigid, electro-digital infrastructure hinders change. Efficiency is mostly borne by supply chain agility and which is the highly vital connection between the current business technology tools used in digital marketing tasks and outcomes. The findings seem to be correlated with the Dynamic Capabilities Theory and the idea that competitive advantage could be gained by means of not just integrating digital capabilities and resources but also by the ability to restructure and recon stellate an ideal constellation of resources in overcoming the uncertainty of the environment. The work upholds the findings on digital marketing and management of supply chains by contributing more to the literature on the topic and augmenting both evidence and theory. The offered ideas are potentially useful to supply chain managers in new-economy economies in their journey towards higher performance.This study was launched to address the influence of the digital marketing capabilities on the supply chain profligacy of the Arabian industrial sector through the mediation of the supply chain adaptability. The study had a mixed methodology combined type of research that consists of exploratory and quantitative research. The data was collected via a purposive sample of 372 managers, and industrial enterprise decision-makers. This was analyzed through the Partial Least Squares Structural Equation Modeling, that is, the SMART IM 4.0 software. Given the implication, the courageous suggestions of digital marketing and transparent digital systems to render a considerable positive impact respectively to the flexibility or efficiency of the supply chains, and on the quality of the channel in which supply operates, its influence is considerable but negatively. Also, it was noted that fixed, rigid, electro-digital infrastructure hinders change. Efficiency is mostly borne by supply chain agility and which is the highly vital connection between the current business technology tools used in digital marketing tasks and outcomes.
Files
Institutions
- Zarqa UniversityZarqa, Zarqa