The Effectiveness of E-Marketing on Marketing Performance in Jordanian Telecommunications Companies: Exploring the Mediating Role of the Competitive Environment

Jordanian telecommunications companies face challenging marketing conditions and an increasingly competitive industry. The present study investigated the descriptive analytical methodology and the impact of electronic marketing on marketing performance within Jordan’s telecommunications companies. The study also included the mediating role of the competitive environment. Consequently, a conceptual model was proposed, drawing upon the pertinent literature. The model incorporates the independent factors of e-marketing (e-product, e-price, e-promotion, e-distribution), through which the competitive environment mediates the dependent variable of marketing performance. The survey was disseminated to a total of 300 participants through Google Forms, and the respondents were chosen using convenience sample methods. An analysis of the data and hypothesis testing was conducted using SmartPLS. The findings indicated that e-marketing has a significant impact on marketing performance and revealed a favorable correlation between the competitive environment and marketing performance among employees (β = 0.858, t = 28.898, p