Impactos das capabilidades de marketing digital no desempenho organizacional

Abstract

This research seeks to assess the impacts of Digital Marketing capabilities on organizational performance. Theories of Resource Based Vision (RBV) and Dynamic Capabilities (DC) applied to Marketing support theoretical model that relates the constructs. The research was conducted between months of January and February 2020, through a survey applied to partners, executives, managers, analysts, advisors and assistants of Marketing and Digital Marketing of medium and large companies in database of social network Linkedin. The sample consists of 134 valid observations. For data analysis, Structural Equation Modeling based on partial least squares (PLS-SEM) was used, with support from PLSPM package of software R. The results allow to confirm impact of Digital Marketing Capabilities on Organizational Performance. From a managerial point of view, findings indicate to decision makers in organizations the potential that development of Digital Marketing Capabilities has to improve Organizational Performance, considering not only technological resources, but also human resources and resources of business itself. The convergence of domains, Internet Marketing Capabilities, E-Marketing Capabilities, Web Marketing Capabilities and Online Marketing Capabilities, under tutelage of Digital Marketing Capabilities proposed in this research, favors cohesion of the concept in order to contribute to theoretical development of theme