A Hybrid Behavioral-Organizational Model for Enhancing the Effectiveness of Digital Marketing of Energy-Efficient Products: The Mediating Role of Informal Learning, Organizational Trust, and Workplace Positivity in Manufacturing Firms
Keywords:
Digital marketing effectiveness, energy-efficient products, informal learning, organizational trust, workplace positivity, manufacturing firms, hybrid behavioral–organizational model, structural equation modelingAbstract
This study aimed to develop and empirically validate a hybrid behavioral–organizational model explaining how informal learning, organizational trust, and workplace positivity mediate the relationship between organizational drivers and the effectiveness of digital marketing for energy-efficient products in manufacturing firms. A sequential mixed-methods design was employed, beginning with qualitative semi-structured interviews with marketing managers, engineers, and digital transformation specialists to identify behavioral and organizational determinants of digital marketing effectiveness in energy-efficient product environments. The emergent themes informed the development of a quantitative survey administered to employees across marketing, sales, digital communication, and organizational development units in manufacturing firms. A total of 362 valid responses were analyzed. Reliability and validity assessments were performed using confirmatory factor analysis, followed by structural equation modeling to test direct and mediated relationships among hybrid behavioral–organizational drivers, informal learning, organizational trust, workplace positivity, and digital marketing effectiveness. Hybrid behavioral–organizational drivers significantly predicted informal learning (β = .58, p < .001), organizational trust (β = .62, p < .001), and workplace positivity (β = .55, p < .001), as well as digital marketing effectiveness (β = .21, p = .003). Informal learning (β = .24, p < .001), organizational trust (β = .27, p < .001), and workplace positivity (β = .19, p < .001) significantly enhanced digital marketing effectiveness. Bootstrapped indirect effects confirmed partial mediation through informal learning (.14, p < .001), organizational trust (.17, p < .001), and workplace positivity (.10, p < .001), with a total indirect effect of .41 (p < .001). Digital marketing effectiveness for energy-efficient products is shaped by a hybrid system of behavioral and organizational factors, with informal learning, trust, and workplace positivity serving as critical mediating mechanisms that translate organizational conditions into superior digital marketing outcomes.
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Copyright (c) 2026 Alireza Tafakori, Roohalah Negahdari Nia (Author)
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