The Relationship among Digital Innovation, Digital Marketing, Digital Technology, and Corporate Performance: Mediating Role of Green Supply Chain Management of Iraq Textile Industry

Authors

  • Mohammad Drai Ahmed The University of Mashreq/ Baghdad/ Iraq
  • Mustafa Abd Alsatar Abd Alwahab Al-Farahidi University/ Iraq.
  • Muqdad Hussein Ali College of media/ The Islamic university in Najaf, Iraq.
  • Zainalabideen AL-Husseini Accounting Department, Al-Mustaqbal University College, Babylon, Iraq.
  • Shahlaa Ali Abd Alhasan Industrial Management/ Al-Nisour University College/Baghdad/Iraq.
  • Sabbah Raheem Alasadi Mazaya University College/ Iraq.
  • Asraa Monther Hamdy Al-Esraa University College, Baghdad, Iraq.

Keywords:

digital marketing, digital innovation, digital technology, performance, textile, Iraq

Abstract

The purpose of this study is to explore the moderating effect of green supply chain management (GSCM) on the relationships between digital innovation (DII), digital marketing (DIM), digital technology (DIT), and corporate performance (COP) in the Iraqi textile sector. Researchers utilized a cross-sectional research methodology to collect data from 219 managers of the textile industry via a self-administered survey questionnaire using a feasible sampling technique. Quantitative research methodology and Partial Least Square-Structural Equation Modeling (PLS-SEM) was utilized. The regression analysis findings indicate that DII and DIM have a positive and statistically significant effect on GSCM and GSCM, as well as an indirect impact on COP. On the other hand, the DIT had negligible effects on GSCM and COP and negligible indirect effects on COP. The GSCM has a substantial impact on COP as well. With these findings, the research provided a significant body of literature to the existing body of knowledge, which could assist future researchers in pursuing their research in novel ways. The study could help researchers and policymakers understand the significance of DIT, DII, and DIM for enhancing GSCM and improving corporate performance.

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Published

2022-11-19