The impact of marketing communication on performance with mediation role of competitive strategy and moderator effect of technological turbulence

Abstract

With the emergence of the value of knowledge and the role of innovation, increasing changes and major developments in the field of market competition and uncertainty of environmental conditions have occurred, which led to structural changes in organizations. Therefore, the present study examines the effect of marketing communications on export performance with the mediating role of competitive strategy and moderating technological turbulence. The aim of this study is to determine the effect of marketing communications on export performance with the mediating role of competitive strategy and moderating technological turbulence. The type of the present study is a descriptive survey and the statistical population of this study is food exporting companies in Tehran. For this purpose, 52 questionnaires were distributed and collected among the managers of food exporting companies in Tehran, which were selected by census method. The data collection tool of the present study is a questionnaire and its reliability was measured by calculating Cronbach's alpha coefficient. The validity of the research tool was also confirmed by conducting confirmatory factor analysis technique. Also, structural equation modeling method has been used to analyze the data. The software used in the descriptive part is SPSS and in the structural equation part is Smart-PLS. The results of the present study showed that marketing communications have a significant effect on export performance and competitive strategies of the company. Also, competitive strategy has a mediating role between the effect of marketing communications on export performance. Technological disruption also has a moderating role between the effect of marketing communications on competitive strategy.