The Influence of E-Marketing Mix Strategy on Organizational Performance: An Empirical Analysis of Jordanian Smes

Purpose: The purpose of this empirical research article is to investigate the association between e-marketing mix strategy (EMMS) and organizational performance (OP) in Jordanian SMEs. Theoretical framework: study used a quantitative methodology explore impact EMMS factors on OP indicators, such as product development, pricing strategies, promotional activities, online distribution channels. Design/methodology/approach: study's data gathered using survey questionnaire issued 250 dependent variables include indicators financial performance, customer happiness, market share, innovation, whereas independent are factors. Control including business size, firm age, industry type also taken into account. To evaluate hypothesized correlations, obtained analyzed PLS-SEM (PLS 4.0) technique. Findings: results show that context, all techniques, price channels, have significant positive metrics Research implications: findings demonstrate value necessity sound tactics for fostering expansion competitiveness SMEs digital era. Practical social underscores significance implementing strategies Jordan, they contribute enhancing OP. Policymakers can utilize these develop supportive measures SMEs, while practitioners gain insights achieving growth competitiveness. Originality/value: This adds current literature by investigating field's knowledge base providing evidence various methods measures.