Impact of IOT on B2B digital marketing: investigating the mediating role of operational effectiveness

Abstract

The emergence of the Internet of Things (IoT) has driven a significant shift in business processes, particularly in online marketing. This study examines the impact of IoT implementation on marketing performance, emphasizing the mediating role of operational effectiveness in a business-to-business (B2B) context. Using data from a German company, the research employs regression analyses based on the Baron and Kenny framework to assess direct and mediated relationships. The findings reveal that IoT has a significant positive effect on marketing performance. While operational effectiveness alone does not significantly predict IoT’s impact, it has a strong direct influence on marketing outcomes. The study confirms a partial mediation effect, with a small yet statistically significant indirect pathway. These results highlight the important role of operational effectiveness in maximizing the benefits of IoT for marketing success. This research contributes to the limited literature on IoT’s mediating variables in marketing and offers actionable insights for optimizing IoT-driven B2B marketing strategies.