The role of sustainable performance in mediating the effects of digital marketing tactics on market volatility: Evidence from Jordan

The objective of this study is to examine the mediating effect of sustainable performance in the relationship between digital marketing tactics and market volatility at an effective level in the Jordanian market. This research uses the Triple Bottom Line (TBL) Theory and the Resource-Based View (RBV) theories to examine the impact of market volatility on sustainability performance, with a focus placed on mediating the effects of digital marketing provided online. Empirical data in the form of field study and statistical analysis to evaluate the relationships between digital marketing tactics, the performance that is sustainable as well volatility within the market through the business were gathered. The findings showed that there is a significant mediating effect of sustainable performance on the relationship between digital marketing strategies and market volatility. The research provides insights into how firms can achieve greater agility and sustainability by rethinking their marketing mix in a volatile market. These findings suggest that the volatile markets should be based on the principle of sustainable performance when planning international digital marketing activities in order to cope with market volatility and competitive advantage.