Journal of Management and Business Solutions 3092-7226 4 Serial Number 18 2026 03 01 A Hybrid Organizational–Behavioral Model to Enhance Digital Marketing Effectiveness for Energy-Efficient Products: Mediating Role of Organizational Trust & Informal Learning and Moderating Role of Organizational Governance A Hybrid Organizational–Behavioral Model to Enhance Digital Marketing Effectiveness for Energy-Efficient Products: Mediating Role of Organizational Trust & Informal Learning and Moderating Role of Organizational Governance 1 15 10.61838/jmbs.122 EN Journal Article 2025 09 25 <p>This study aimed to develop and empirically test a hybrid organizational–behavioral model explaining how organizational digital capability enhances digital marketing effectiveness for energy-efficient products through organizational trust, informal learning, and governance mechanisms. A sequential mixed-methods design was employed consisting of an exploratory qualitative phase followed by a quantitative validation phase. The qualitative phase involved semi-structured interviews with 18 experts in digital marketing, sustainability, and organizational development to identify thematic drivers of digital marketing effectiveness. These insights informed the development of a measurement model tested in the quantitative phase using survey data from 387 employees and managers in energy-related organizations engaged in marketing energy-efficient products. Measurement validation was conducted through confirmatory factor analysis, and the structural model was assessed using structural equation modeling. Mediation tests were performed via bias-corrected bootstrapping, and moderation effects were examined using interaction analysis. Organizational digital capability exerted significant direct effects on digital marketing effectiveness (β = .28, p = .001) and strong indirect effects through organizational trust (β = .20, p &lt; .001) and informal learning (β = .17, p &lt; .001). Both trust (β = .33, p &lt; .001) and informal learning (β = .29, p &lt; .001) independently predicted digital marketing effectiveness, confirming dual mediation. Organizational governance significantly moderated the effects of trust (β = .12, p = .004) and informal learning (β = .09, p = .027) on digital marketing effectiveness, with stronger governance amplifying these relationships. The final model explained 62% of the variance in digital marketing effectiveness. Digital marketing effectiveness for energy-efficient products is maximized when technological capability is complemented by trust-based relationships, informal learning processes, and supportive governance structures, demonstrating the interdependence of organizational, behavioral, and institutional drivers.</p> https://www.journalmbs.com/index.php/jmbs/article/download/122/351