Investigating the Impact of Organizational Culture on Organizational Performance: The Mediating Role of E-Marketing Adoption

May 13, 2025بازاریابی خدمات عمومیOpen Access

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Key Points

This research aims to examine how organizational culture affects organizational performance, focusing on the mediating role of e-marketing adoption.
Descriptive-correlational approach
Sample size of 108 employees selected through simple random sampling
Data collected via a researcher-made questionnaire with 24 questions, validated through statistical analysis
Management emphasis on strengthening organizational culture significantly enhances e-marketing adoption.
Various dimensions of organizational culture impact e-marketing acceptance importantly.
E-marketing adoption has a direct positive effect on improving organizational performance and mediates the relationship between culture and performance.

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Investigates e-marketing’s effect on organizational performance in a specific organization, highlighting cultural influences.

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Rostamzadeh et al. (2025) studied this question.

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