The effect of digital marketing on the performance of chain stores through the mediating role of marketing capabilities

Today, financial services organizations, including chain stores, are putting more effort into the minds of their consumers by focusing more on Digital marketing activities. They can provide a better image of their services by incorporating the principles of marketing capabilities into the marketing system and incorporate a positive association of their name into the consumer's mind. The purpose of this paper is to investigate the impact of e-marketing on the performance of chain stores with emphasis on the mediating role of marketing capabilities. Descriptive-survey research method and the statistical population of this study include all marketing and sales managers of chain stores in Shiraz. A five-point Likert-type questionnaire based on research variables was used to collect the data. The research questionnaires were distributed among the statistical sample after determining the validity and reliability. Route-structural modeling in the form of partial least squares approach was used to analyze the data. The results show that digital marketing has had a positive and significant effect on marketing performance. The results showed that the effect of marketing capabilities variable on performance was significant. On the one hand, the mediator hypothesis showed that the effect of marketing capabilities on the relationship between digital marketing and performance was significant.