The Mediating Role of Digital Marketing in the Relationship Between Sustainable Performance and Sustainable Competitive Advantage

Hameed Abbas Bahia, Taher; Raheem Idan, Afrah; Mousa Jasim, Mohammed

doi:10.33916/qjae.2026.024873

	The Mediating Role of Digital Marketing in the Relationship Between Sustainable Performance and Sustainable Competitive Advantage
AL-Qadisiyah Journal For Administrative and Economic sciences
Volume 28, Issue 2, July 2026, Pages 48-73 PDF (2.09 M)
Document Type: Research Paper
DOI: 10.33916/qjae.2026.024873
Authors
Taher Hameed Abbas Bahia; Afrah Raheem Idan; Mohammed Mousa Jasim
Al-Qadisiyah Polytechnic College, Al- Furat Al-Awsat Technical University, Iraq
Abstract
This study undertakes an analytical inquiry into the intermediary role assumed by digital marketing within the relational framework connecting sustainable performance to long-term competitive supremacy. The principal objective is to equip contemporary enterprises with the capacity to actualize a sustainability-oriented operational paradigm—one distinguished by continuity and strategic robustness, thereby culminating in a non-replicable competitive identity. The core research question revolves around evaluating the magnitude of sustainable performance’s influence on sustainable competitive advantage through the mediating mechanism of digital marketing. The significance of the investigation is anchored in its meticulous deconstruction of the interrelations and causative linkages among the examined variables, given their pivotal contribution to organizational resilience via a transition toward ecologically responsible production—an orientation that simultaneously enhances market standing and reinforces competitive longevity. The empirical component relied on a methodologically structured survey instrument distributed to a purposive cohort of 145 employees across the Diwaniya Tires Factory. Hypotheses were crafted in alignment with the research model and empirically scrutinized using rigorous statistical procedures via SPSS v24 and AMOS v24. The findings accentuate the instrumental function of digital marketing as an intervening variable, revealing that its integration significantly amplifies the affirmative association between sustainable performance and sustainable competitive advantage. Enterprises that deliberately leverage digital marketing frameworks demonstrate elevated sustainability outcomes, thereby augmenting their long-range potential to cultivate a defensible and differentiated market stance.
Keywords
digital marketing; sustainable performance; sustainable competitive advantage; value creation; strategic scarcity; dynamic capabilities

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