| Summary: | AbstractInnovative performance has been identified as a critical dynamic in various sectors, while little research has focused on the mediating role of knowledge sharing. The current study measures the role of knowledge sharing between digital marketing and innovative performance induced ultimately revenue growth in the hotel restaurants industry. A quantitative method was used with 134 questionnaires distributed to operational and marketing managers in Jordanian hotels. The Smart PLS was used, and the results illustrated a strong relationship between digital marketing and innovative performance, with mediating role of knowledge sharing on revenue growth. The study expressed the positive impact of employing digital marketing on the issue of knowledge sharing where the effect of the latter on innovative performance is optimistically positive. This further suggests eliminating any failure in the marketing strategies to avoid the effects on the organization’s profits; however, staying up to date with emerging digital revisions is crucial for the effectiveness of marketing activities.
|
|---|