The Effect of Digital Marketing Tools on the Marketing Performance of Tunisian Companies: The Mediating Role of Digital Marketing Capabilities

Imen Zouaoui

This article examines the impact of digital tools on the marketing performance of Tunisian companies, based on the Resource-Based Theory and the resource orchestration theory framework. The study argues that digital tools generate performance only when supported by strong digital marketing capabilities. A conceptual model is developed to evaluate the mediating role of these capabilities (technical skills, data analytics, digital strategy, and organizational culture). A quantitative survey conducted among 100 Tunisian companies confirms that frequent use of digital tools significantly improves marketing performance. The results also show that nearly half of this effect is explained by digital marketing capabilities, highlighting their central role in transforming digital resources into competitive advantage. The article concludes with managerial recommendations and directions for future research.