Measuring the efficiency of digital marketing automation tools in enhancing marketing performance: the mediating role of social influence

Abstract

Objective: The main aim of this study is to assess the efficiency of Digital Marketing Automation Usage (DU) in enhancing marketing performance among businesses in Bangladesh and to investigate the mediating role of social influence (SI) in the adoption process. Methodology: This study employed a quantitative methodology utilizing a structured questionnaire to gather primary data from 331 professionals, managers, and business proprietors across various industry sectors in Bangladesh. The research utilized the UTAUT as its theoretical framework, integrating constructs including Performance Expectancy (PE), Effort Expectancy (EE), Facilitating Conditions (FC), Behavioral Intention (BI), Perceived Risk (PR), and Social Influence (SI). Data were examined utilizing PLS-SEM in SmartPLS version 4.1.1.7 to evaluate both direct and indirect effects. Results: Findings indicate that EE, PR, FC, and SI substantially influence DU, but PE and BI exhibited minimal or adverse direct effects. The mediating function of social influence enhances the effect of entrepreneurial engagement, perceived risk, and BI on digital utilization, signifying that peer, managerial, and industry factors are crucial in converting intention into real adoption. Methodological Contributions: The study extends UTAUT by incorporating perceived risk and empirically validating the mediating role of social influence in an organizational technology adoption context. Methodologically, it demonstrates the applicability of PLS-SEM for evaluating complex technology adoption models in emerging markets. Social Contributions: Industry standards, training programs, and peer networks can foster collective adoption and strengthen technology-driven marketing practices in emerging markets. Relevance/originality: This study extends UTAUT by incorporating PR and examining the nuanced mediating role of SI, offering both theoretical and managerial insights for digital marketing adoption. SDGs: SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), SDG 17 (Partnerships for the Goals).