Conceptual model generation of the relationship between digital marketing capability and business performance: evidence from Turkey

Abstract

PurposeThe study develops a model that associates digital marketing capabilities with customer relations orientation, technology orientation and social customer relationship management (CRM) competence with business performance, considering market environment factors. It also aims to contribute to the literature with dynamic capability theory by testing this model.Design/methodology/approachThe model suggested is tested by data obtained online from a sample of 178 Turkish companies that use digital marketing tools. The data obtained were analyzed using the structural equation model (SEM).FindingsIn this study, it has been determined that digital marketing capabilities affect business performance. Also, a positive moderating effect of dynamism is seen in the relationship of digital marketing capabilities with business performance. Also, technology orientation, social CRM competence and customer relations orientation affect and explain digital marketing capabilities as antecedents.Research limitations/implicationsThe study only focuses on Turkish companies, and no distinction has been made in terms of business type/size. Also, since this research was carried out during the COVID-19 pandemic, the data may have been affected by this period.Originality/valueContextual and methodological research gaps still exist in digital marketing capabilities literature. This study is evaluating Turkish companies' digital marketing capabilities with business performance, and in the context of Turkey, it is important for other developing countries with a similar market environment. Also, it contributes to the dynamic capabilities theory literature by constructing a novel conceptual model examining the relationship among dynamic digital marketing capabilities, their antecedents and business performance.