Explaining the Effect of Entrepreneurial Capabilities on Marketing Performance with the Mediating Role of Digital Marketing Capabilities in Small and Medium-Sized Enterprises
Keywords:
Entrepreneurial abilities, Marketing performance, Digital marketing capabilities, Small and medium-sized businessesAbstract
The present study aims to explain the impact of entrepreneurial capabilities on marketing performance by examining the mediating role of digital marketing capabilities in small and medium-sized enterprises operating in the clothing industry of Region 3 of Tehran Province. This applied research employed a quantitative descriptive–correlational design using structural equation modeling. The statistical population consisted of 80 small and medium-sized enterprises located in Tehran, Rey, and Shemiranat counties, from which 44 firms were selected through proportional stratified random sampling based on Cochran’s formula. Data were collected using standardized questionnaires measuring entrepreneurial marketing, digital marketing capabilities, and marketing performance. Content validity was confirmed using CVR and CVI indices, while reliability was verified through Cronbach’s alpha coefficients. Data analysis was conducted using SPSS and SmartPLS software based on the partial least squares structural equation modeling (PLS-SEM) approach. The results indicated that entrepreneurial marketing capabilities exert a positive and statistically significant effect on marketing performance. Entrepreneurial marketing also demonstrated a significant direct influence on digital marketing capabilities, and digital marketing capabilities significantly enhanced marketing performance. Structural path analysis confirmed the mediating role of digital marketing capabilities in transmitting the effect of entrepreneurial marketing to marketing performance. Determination coefficients and predictive relevance indices further supported the strong explanatory power and acceptable fit of the proposed research model. The findings suggest that integrating entrepreneurial capabilities with the development of digital marketing capabilities provides an effective mechanism for improving marketing performance and strengthening competitiveness in small and medium-sized enterprises. Simultaneous emphasis on innovation, opportunity orientation, and digital capability development emerges as a strategic pathway for achieving sustainable competitive advantage and enhancing marketing effectiveness within dynamic and technology-driven business environments.
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