A Hybrid Organizational–Behavioral Model to Enhance Digital Marketing Effectiveness for Energy-Efficient Products: Mediating Role of Organizational Trust & Informal Learning and Moderating Role of Organizational Governance

Alireza Tafakori; Seyed Reza  Ganjipour

Authors

Alireza Tafakori PhD Student, Department of Business Administration, Yas.C., Islamic Azad University, Yasuj, Iran https://orcid.org/0009-0009-3830-9701
Seyed Reza Ganjipour Department of Business Administration, , Yas.C., Islamic Azad University, Yasuj, Iran Author https://orcid.org/0000-0003-1070-4522

Keywords:

Digital capability, organizational trust, informal learning, organizational governance, digital marketing effectiveness, energy, efficient products, mixed, methods study, structural equation modeling

Abstract

This study aimed to develop and empirically test a hybrid organizational–behavioral model explaining how organizational digital capability enhances digital marketing effectiveness for energy-efficient products through organizational trust, informal learning, and governance mechanisms. A sequential mixed-methods design was employed consisting of an exploratory qualitative phase followed by a quantitative validation phase. The qualitative phase involved semi-structured interviews with 18 experts in digital marketing, sustainability, and organizational development to identify thematic drivers of digital marketing effectiveness. These insights informed the development of a measurement model tested in the quantitative phase using survey data from 387 employees and managers in energy-related organizations engaged in marketing energy-efficient products. Measurement validation was conducted through confirmatory factor analysis, and the structural model was assessed using structural equation modeling. Mediation tests were performed via bias-corrected bootstrapping, and moderation effects were examined using interaction analysis. Organizational digital capability exerted significant direct effects on digital marketing effectiveness (β = .28, p = .001) and strong indirect effects through organizational trust (β = .20, p < .001) and informal learning (β = .17, p < .001). Both trust (β = .33, p < .001) and informal learning (β = .29, p < .001) independently predicted digital marketing effectiveness, confirming dual mediation. Organizational governance significantly moderated the effects of trust (β = .12, p = .004) and informal learning (β = .09, p = .027) on digital marketing effectiveness, with stronger governance amplifying these relationships. The final model explained 62% of the variance in digital marketing effectiveness. Digital marketing effectiveness for energy-efficient products is maximized when technological capability is complemented by trust-based relationships, informal learning processes, and supportive governance structures, demonstrating the interdependence of organizational, behavioral, and institutional drivers.

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