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

DOI

10.2991/978-94-6239-626-5_26How to use a DOI?

Keywords

DMT; Sales Team Cohesion; WLB; Gender; Conceptual Analysis

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.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wartono Wartono
AU  - Ambar Lukitaningsih
PY  - 2026
DA  - 2026/04/15
TI  - Digital Marketing Transformation and Marketing Team Cohesion: The Role of Work–Life Balance Mediation in Consumer Gender Perspectives – A Conceptual Analysis
BT  - Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
PB  - Atlantis Press
SP  - 348
EP  - 360
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-626-5_26
DO  - 10.2991/978-94-6239-626-5_26
ID  - Wartono2026
ER  -