The Effect of the Adoption of E-Commerce and Digital Marketing on the Firm and Sustainability Performance of Companies
Abstract
This research aims to investigate how e-commerce and digital marketing impact the performance and sustainability of businesses. To test our hypotheses, we collected data from 144 participants employed in small and medium-sized enterprises in Iran. We analyzed this data using Partial Least Squares Structural Equation Modeling (PLS-SEM). Our findings indicate that both e-commerce and digital marketing have a positive and significant influence on firm performance. Additionally, they also have a positive and significant impact on sustainability. Moreover, our results reveal that there is a positive and significant correlation between firm performance and sustainability. This suggests that adopting e-commerce and digital marketing strategies can lead to sustainability, benefiting not only the company's economic growth but also its environmental and social contributions.
Keywords
References
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