DIGITAL MARKETING AND BUSINESS RESILIENCE: EXAMINING THE MEDIATING ROLE OF WORD OF MOUTH (WOM) IN JORDAN'S TOURISM SECTOR

Abstract This study investigates how digital marketing strengthens business agility in Jordan’s tourism sector, with Word of Mouth (WOM) positioned as a key mediating mechanism. Using data collected from 370 marketing and managerial professionals across hotels and tourism enterprises, the research evaluates the extent to which digital marketing practices create agile responses to market shifts and customer needs. Structural equation modeling (SEM) is applied to test the hypothesized relationships and assess the mediating pathway of WOM. The findings demonstrate that digital marketing has a significant positive effect on business agility by enhancing an organization’s ability to react quickly, adapt services, and maintain responsiveness in a competitive tourism environment. WOM further reinforces this effect by amplifying customer engagement, accelerating information flow, and improving the reach of digital promotional efforts. The results confirm that WOM partially mediates the relationship between digital marketing and business agility, strengthening the impact of digital initiatives on organizational adaptability. The study recommends that tourism institutions in Jordan invest in digital tools that promote active WOM, improve customer interaction, and support agile decision-making. Strengthening these elements will enhance the strategic role of digital marketing in building agile and resilient tourism enterprises.