Objective: In the context of growing online interactions between consumers and companies, digital content marketing, which aims to increase consumer engagement and trust in the brand, is developing. The aim of this study is to determine the impact of content marketing and customer engagement on marketing performance with the mediating role of digital marketing in small and medium-sized enterprises operating in Tehran.
Method: The data collection tool in this study is a standard questionnaire. The statistical population of the present study includes 690 managers and employees of small and medium-sized enterprises active in Tehran. In order to determine the sample size, the Cochran formula was used, and based on this, 248 people were selected as a sample. Structural equation modeling was used to test the hypotheses proposed in the study. Data analysis was also performed using SmartPLS software.
Results: The results showed that content marketing has an impact on digital marketing. Customer engagement has an impact on digital marketing. Digital marketing has an impact on marketing performance. Content marketing has an impact on marketing performance. Customer engagement impacts marketing performance. Digital marketing mediates the impact of content marketing on marketing performance. Digital marketing mediates the impact of customer engagement on marketing performance.
Conclusions: The study confirms that content marketing and customer engagement significantly affect digital marketing and marketing performance, while digital marketing plays a mediating role in these relationships, highlighting its importance for small and medium enterprises in Tehran.