The Impact of Effectuation and Causation on Marketing Performance: The Moderating Role of Dynamic Marketing Capabilities in Mobile App business

Articles in Press

Document Type : Original Article

Authors

1 MSc, Department of New Business Creation, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran

2 Associate Prof., Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran

10.22108/nmrj.2026.145523.3199

Abstract

approach have received much attention and study by researchers. effectuation approach is an approach based on tools and control, and entrepreneurs with this approach do not try to predict the future and seek to exercise control over the results. In contrast, the causation approach is based on goals and effects and focuses on specific programs to predict the future in a specific environment. Undoubtedly, the entrepreneurial behavioral approach in marketing affects its final performance. Therefore, the purpose of this research is to investigate the effect of causation on marketing performance by moderating dynamic marketing capabilities. Due to the growth of the mobile application industry, businesses based on this industry were selected as the research area. The current research is applied in terms of purpose and in terms of descriptive method and questionnaire data collection tool. The collected data were analyzed in the descriptive statistics section with SPSS software and in the inferential statistics section using the structural equation modeling technique and SMART PLS software. In this research, 102 questionnaires were collected from companies based on mobile applications. The results of the research showed that causal and effectuation behavioral approaches have a significant impact on marketing performance. Also, dynamic marketing capabilities moderate the behavioral approach of causation, but do not affect the behavioral approach of effectuation. In the following, research hypotheses are compared with previous studies, and at the end, suggestions for future studies are presented.

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New Marketing Research Journal

Articles in Press, Accepted Manuscript
Available Online from 17 February 2026

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History

  • Receive Date: 02 June 2025
  • Revise Date: 01 January 2026
  • Accept Date: 17 February 2026

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