The Mediating Role of Social Media in the Relationship Between Digital Marketing and Marketing Performance : A Study of Pakistan’s Telecom Industry

Abstract

This research investigated the mediating role of social media engagement in the relationship between digital marketing and marketing performance within the Pakistani telecom industry. The study confirmed the significant positive impact of digital marketing on social media engagement and subsequently on marketing performance. Additionally, a direct positive relationship between digital marketing and marketing performance was established. The findings contribute to theoretical understanding by highlighting social media's role as a mediator and the interactive nature of modern marketing. Practically, the research offers telecom companies insights into developing effective digital marketing strategies that leverage social media to enhance performance. This involves creating engaging content, targeting specific demographics, and actively participating in online conversations. Measuring social media engagement metrics is crucial for refining strategies and optimizing campaigns. Limitations of the study include its cross-sectional design, focus on the Pakistani telecom industry, and reliance on survey data. Future research can explore the moderating role of other factors, the impact of specific social media platforms and content types, the role of emerging technologies, and the ethical implications of digital marketing and social media engagement. In conclusion, this research provides valuable insights into the intricate relationships between digital marketing, social media engagement, and marketing performance. The findings offer practical guidance for telecom companies seeking to enhance their marketing performance through effective digital marketing and social media strategies.