پیش‌بینی اثربخشی استراتژی بازاریابی بین‌المللی از طریق قابلیت بازاریابی آنلاین و قابلیت شبکه‌سازی: نقش میانجی چابکی استراتژیک و نقش تعدیل ‌گر دانش بین‌المللی‌سازی

هدف: شرکت‌ها برای اثربخشی بهتر استراتژی‌های بازاریابی در سطح بین‌الملل به قابلیت‌های مختلفی نیاز دارند تا بتواند آن‌ها را در استفاده از فرصت‌ها کاراتر کند. ازاین‌رو، هدف این پژوهش بررسی نقش تعدیل‌گر دانش بین‌المللی‌سازی و نقش میانجی چابکی استراتژیک در رابطه بین قابلیت بازاریابی آنلاین، قابلیت شبکه‌سازی و اثربخشی استراتژی بازاریابی بین‌المللی است.روش‌شناسی: این پژوهش از انواع مطالعات فرضیه‌ای-استنتاجی و کاربردی است. جامعه آماری پژوهش شامل شرکت‌های خلاق کوچک و متوسط ایرانی است. همچنین، گردآوری داده‌ها از طریق پرسشنامه استاندارد انجام پذیرفته است. برای آزمون موضوع چندین فرضیه ارائه شد که از طریق روش مدل‌سازی معادلات ساختاری و حداقل مربعات جزئی بررسی شدند.یافته‌ها: خروجی نرم‌افزار نشان می‌دهد که قابلیت بازاریابی آنلاین و قابلیت شبکه‌سازی به صورت مستقیم بر چابکی استراتژیک اثر دارند. همچنین، چابکی استراتژیک پیش‌بینی‌کننده اثربخشی استراتژی بازاریابی بین‌المللی است. از سوی دیگر، نقش میانجی چابکی استراتژیک و نقش تعدیل‌گری دانش بین‌المللی‌سازی در ارتباط بین متغیرها معنادار حاصل شدند.نتیجه‌گیری: این پژوهش نشان می‌دهد که قابلیت‌های بازاریابی آنلاین و شبکه‌سازی دو عامل کلیدی در پیاده‌سازی و شروع اثربخشی یک استراتژی بازاریابی برای شرکت‌های خلاق کوچک و متوسط در سطح بین‌الملل است که در این میان، چابکی استراتژیک و دانش بین‌المللی‌سازی به عنوان عواملی مهم در تسریع این روند شناسایی شدند. این مطالعه با ارائه الگوی جدید در حوزه بین‌الملل، رویکرد متفاوتی از اثربخشی استراتژی بازاریابی را برای شرکت‌های خلاق کوچک و متوسط ایرانی ارائه می‌دهد

predicting international marketing strategy effectiveness through online marketing capability and networking capability: the mediating role of strategic agility and the moderating role of internationalization knowledge

aim and introduction: nowadays, the dynamic and complex environment has prompted firms to consider entering international markets in order to attain and sustain a competitive advantage. this enables them to effectively respond to diverse challenges and changes. in this regard, firms must develop high levels of capabilities not only to maintain their market position but also to move into new areas and exploit market opportunities. it is worth mentioning that small and medium enterprises face difficulties and challenges in gaining a competitive advantage, primarily due to their limited financial and management resources, particularly on the international stage. therefore, small and medium-sized enterprises need key capabilities that can help them capitalize on business opportunities in diverse markets during challenging and volatile times. therefore, the purpose of this research is to investigate the moderating role of internationalization knowledge and the mediating role of strategic agility in the relationship between online marketing capability, networking capability, and the effectiveness of international marketing strategy. methodology: this research is a type of hypothetical-inferential and applied study. the statistical population of the research includes small and medium-sized creative enterprises in iran. data collection has been done through a standard questionnaire. the sampling method used in this research was stratified random sampling. it is worth mentioning that 229 analyzable data points were collected from small and medium-sized creative enterprises. it should be mentioned that six standard measures were used to assess the variable of online marketing capability, which were adapted from the study conducted by tolstoy et al. (2022). to measure the variable of networking ability, seven standard measures have been used, which were adapted from the study conducted by adomako et al. (2022). to measure the variable of strategic agility, nine standard measures were used, adapted from the study conducted by adomako et al. (2022). to measure the variable of internationalization knowledge, four standard measures have been used, adapted from zhou et al. (2010). finally, to measure the effectiveness of the variable of strategy, four standard measures from vorhies and morgan (2005) were utilized. finally, in order to investigate the current issue, several hypotheses were presented and examined using the method of structural equation modeling and partial least squares. finding: the findings from smartpls indicate that all six hypotheses proposed in this research have been confirmed. the results demonstrate significant effects in the relationships between the variables. exactly, the software output demonstrates that online marketing capability and networking capability directly impact strategic agility. additionally, strategic agility is a predictor of the effectiveness of international marketing strategies. on the other hand, the significant mediating role of strategic agility was observed in the relationship between online marketing capability, networking capability, and the effectiveness of international marketing strategy. on the other hand, the moderating role of knowledge in internationalization in the relationship between strategic agility and the effectiveness of international marketing strategy was significant. discussion and conclusion: according to the resource-oriented view, firms face the challenge of gaining a competitive advantage, with resources being recognized as the key advantage for firms. firms expect the resources they invest in their strategies to be successfully implemented and to yield the desired results.