Analysis shows digital marketing boosts open innovation performance in Tunisian firms, suggesting alignment with management support.
This paper seeks to investigate the effect of digital marketing on the open innovation performance of Tunisian firms. It aims to analyze the mediating role of digital marketing among management support and innovation performance. Using Partial Least Squares-Structural Equation Modeling method for 150 Tunisian firms, the work identifies key drivers of digital transformation, such as innovation capacity, collaboration, and strategic vision, while classifying firms into digitally mature and digitally lagging groups. The results demonstrated a significant positive association between management support, the adoption of digital marketing, and open innovation performance. Additionally, the study emphasizes the non-significant moderating role of competitive intensity and the sectoral use of ICT. By offering a strategic maturity matrix, the research equips managers with actionable insights for effectively aligning digital strategies with their organizational goals, while also emphasizing the vital role of leadership in facilitating digital transformation. The results underscore the necessity for Tunisian firms to adopt digital marketing as an essential strategy to maintain competitive advantage and foster innovation.
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Fridhi et al. (2025) studied this question.
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