The impact of digital marketing as an intermediate variable in the relationship between sustainable supply chain management practices and the sustainable performance of electrical and electronic device manufacturers

نوع المستند : المقالة الأصلية

المؤلف

Faculty of commerce, Al-Arish University

المستخلص

The study aimed to identify the relationship between sustainable supply chain management practices and the sustainable performance of the organization when mediating digital marketing by applying to electrical and electronic device manufacturers, and the study was conducted on a sample of 390 individual marketing, procurement, and store managers of the companies studied. Using the AMOS structural construction equation to test the relationship between the study variables shows a positive moral correlation between sustainable supply chain management practices and the sustainable performance of in-practice food manufacturers and digital marketing. Statistical analysis results have shown a positive moral impact of sustainable supply chain management practices on both digital marketing and the organization's sustainable performance and a positive moral impact of digital marketing on the organization's sustainable performance. Finally, the study found that digital marketing mediates the relationship between sustainable supply chain management practices and the organization's sustainable performance. In the light of the study results, a set of recommendations was proposed that could contribute to supporting and strengthening the role of both the sustainable supply chain.

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