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

Firms need different capabilities for better effectiveness of marketing strategies at the international level to make them more efficient in using opportunities. 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 international marketing strategy effectiveness.

This research is one of the types of hypothetical-inferential and applied studies. The statistical population of the research includes Iranian small and medium-sized creative firms. Also, data collection has been done through a standard questionnaire. To test the topic, several hypotheses were presented, which were investigated through the method of structural equation modeling and partial least squares.

The output of the software shows that online marketing capability and networking capability have a direct effect on strategic agility. Also, strategic agility is a predictor of international marketing strategy effectiveness. On the other hand, the mediating role of strategic agility and the moderating role of internationalization knowledge in the relationship between the variables were significant.

This research shows that online marketing capability and networking capability are two key factors in implementing and starting the marketing strategy effectiveness for small and medium-sized creative firms at the international level, among which, strategic agility and internationalization knowledge are important factors in accelerating this trends were identified. By presenting a new model in the international field, this study presents a different approach of marketing strategy effectiveness for Iranian small and medium-sized creative firms.