Effect of Smart Marketing on Creative Performance: Examining the Mediating Role of Strategic Vigilance(Study of Private Banks in Iraq)

Document Type : Original Article

Authors

Department of Marketing Management, College of Administration and Economics, University of Mosul

10.22080/jimm.2024.27182.1043

Abstract

This study examines the extent to which the investigated banks emphasize smart marketing, strategic vigilance, and creative performance, and tests a mediation model in which strategic vigilance transmits the effect of smart marketing (independent variable) to creative performance (dependent variable). Using a descriptive–analytical design, the study develops and tests a set of hypotheses addressing: (i) the perceived importance of the three constructs within the sampled banks, (ii) the presence of statistically significant associations among them, and (iii) the direct and indirect effects of smart marketing on creative performance via strategic vigilance. Empirical data were collected through a structured questionnaire administered to employees in private banks operating in Mosul, Nineveh Governorate, Iraq. The study covered 14 banks and yielded 101 usable responses. The data were analyzed using SPSS (v24) and appropriate descriptive and inferential statistical procedures. The findings provide evidence that smart marketing exerts a significant indirect effect on creative performance through strategic vigilance, indicating that part of smart marketing’s contribution to enhancing creative outcomes is realized by strengthening organizational alertness, systematic environmental scanning, and strategic awareness. Based on these results, the study proposes practical recommendations aligned with the research model to support banks in leveraging smart marketing capabilities and institutionalizing strategic vigilance to improve creative performance.

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Journal of International Marketing Modeling
Volume 4, Issue 2
November 2023
Pages 16-31

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