The Investigation of the impact of social capital on the performance of digital marketing with the mediation of supply chain management and moderation of knowledge management

Marketing and especially digital marketing is known as a main factor in business performance. So that the inappropriate performance of digital marketing in small businesses often leads to low levels of performance and higher risks of failure. Having strong social capital, proper supply chain management and attention to knowledge management in small companies leads to quick access to competitive advantage and improvement of company performance.

The current research examines the impact of social capital on digital marketing performance with the mediation of supply chain management and moderation of knowledge management. This research is descriptive-correlation type. The statistical population of this research consists of managers and experts of small and medium companies; 130 members of the sample were randomly selected and the questionnaires were completed.

Data were analyzed using spss version 16 software and partial least squares method and SmartPLS software. Version 3 were analyzed.

Examining the results of this research showed that social capital with a coefficient of 2.770, supply chain management with a coefficient of 4.800, knowledge management with a coefficient of 10.0450 on digital marketing performance, and social capital with a coefficient of 6.546 on management. The supply chain has a positive and significant impact; And the results show the mediating role of supply chain management with a coefficient of 3.7070 in the effect of social capital and digital marketing performance; Also, knowledge management with a coefficient of 2.433 has a moderating role in the relationship between social capital and digital marketing performance in small and medium-sized companies.