The mediating role of digital transformation in the relationship between social media marketing, mobile marketing, and marketing performance: Evidence from the Jordanian banking sector

Type of the article: Research ArticleAbstractThis study investigates the mediating role of digital transformation (DT) in the relationships between social media marketing (SMM), mobile marketing (MBM), and marketing performance (MP) in the Jordanian banking sector. Data were collected from 272 bank branch managers representing banking institutions across Jordan between May and November 2024. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4 to test the proposed relationships. Internal consistency and convergent validity were confirmed through Cronbach’s Alpha values ranging from 0.820 to 0.903, composite reliability values ranging from 0.873 to 0.923, and Average Variance Extracted (AVE) values ranging from 0.579 to 0.650. The structural model explained 27.5% of the variance in digital transformation (R² = 0.275) and 59.9% of the variance in marketing performance (R² = 0.599). The findings revealed that mobile marketing has a significant positive effect on marketing performance (β = 0.155, p = 0.001), whereas social media marketing does not have a significant direct effect on marketing performance (β = 0.093, p = 0.058). Both social media marketing and mobile marketing significantly influence digital transformation (β = 0.315, p < 0.001; β = 0.320, p < 0.001), while digital transformation exerts a strong positive effect on marketing performance (β = 0.646, p < 0.001). Furthermore, digital transformation fully mediates the relationship between social media marketing and marketing performance (β = 0.203, p < 0.001) and partially mediates the relationship between mobile marketing and marketing performance (β = 0.206, p < 0.001). The findings highlight the critical role of digital transformation in converting digital marketing capabilities into improved marketing performance and provide practical insights for banking institutions seeking to enhance competitiveness in an increasingly digital environment.AcknowledgmentsThis research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.