The Role of Digital Leadership in Achieving Marketing Innovation: The Mediating Role of Organizational Readiness – An Exploratory Study of the Perspectives of Leaders Working in Selected Private Hospitals in Misan Governorate

Abstract

This research aimed to examine the role of digital leadership in achieving marketing innovation, through the mediating role of organizational readiness. The study was conducted in a number of private hospitals in Misan Governorate, Iraq. To accomplish the research objectives, a descriptive analytical approach was adopted, and a structured questionnaire was used as the primary instrument for data collection. A total of 207 questionnaires were distributed, of which 201 valid responses were obtained and deemed suitable for statistical analysis. The statistical analyses were performed using (SPSS 25) and (AMOS. 25). The analytical procedures included reliability testing, descriptive statistics, and structural equation modeling (SEM) to examine both the direct and indirect relationships among the research variables. The findings revealed that organizational readiness plays a partial mediating role in the relationship between digital leadership and marketing innovation. This result indicates that digital leadership becomes more effective in enhancing marketing innovation when supported by a well-developed organizational environment. Among the key recommendations, the study emphasizes the importance of investing greater attention in developing human capital through continuous training programs aimed at enhancing digital skills, strengthening innovation capabilities, and increasing employees’ readiness to engage with emerging technologies and modern marketing approaches.