Digital Marketing Transformation and Marketing Team Cohesion: The Role of Work–Life Balance Mediation in Consumer Gender Perspectives – A Conceptual Analysis

Wartono Wartono () and Ambar Lukitaningsih ()
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Wartono Wartono: Universitas Sarjanawiyata Tamansiswa
Ambar Lukitaningsih: Universitas Sarjanawiyata Tamansiswa

A chapter in Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025), 2026, pp 348-360 from Springer

Abstract: Abstract This study aims to analyze the influence of DMT (DMT) on sales team cohesion, with WLB (WLB) as a mediating variable and gender as a control variable. In the digital age, the use of digital tools in marketing improves communication and collaboration efficiency in sales teams, but also poses challenges related to WLB. A good WLBcan minimize conflicts between work and personal life demands, which in turn strengthens team cohesion. However, the effect of this may vary by gender, such that women may be more negatively impacted in terms of combining work and personal responsibilities. This study advances a theoretical framework which connects DMT, WLB and sales team cohesion, along with examining the moderating role of gender on these relationships. Through a conceptual approach, this research provides new insights into the role of WLBin improving team cohesion in the midst of digitalization and how gender influences responses to these changes. The findings of this study are expected to provide guidance for organizations in designing digital strategies that support WLBand improve the effectiveness of sales teams.

Keywords: DMT; Sales Team Cohesion; WLB; Gender; Conceptual Analysis (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-626-5_26

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DOI: 10.2991/978-94-6239-626-5_26

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