The relationship between the e-marketing mix strategies and organisational performance: an empirical investigation of international organisations in Jordan

The aim of this research was to investigate the relationship between the e-marketing mix strategies and the performance of international companies in Jordan. The primary data was collected from 168 managers working for the international companies' headquarters in Jordan. Exploratory and confirmatory factor analyses were used to identify the e-marketing mix strategies and performance dimensions, and structural equation modelling was employed to test the research model and hypotheses. The findings indicate that there is a positive and significant relationship between the e-marketing mix strategies, namely, e-product, e-pricing, e-promotion and e-distribution channels, and the overall performance of international companies. There is also a positive and significant relationship between the e-marketing mix strategies and the financial and nonfinancial performance. This study found that the e-promotion and e-pricing strategies are the most influential elements of the e-marketing mix strategies on the international companies' performance. Research results, conclusions, practical recommendations, contributions to e-marketing research and future research opportunities are also discussed.