Influence of Digital Marketing Capabilities on the Performance of Textile Industry SMEs

Preeti Sangwan () and Pardeep Kumar
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Preeti Sangwan: Chandigarh University, Research Scholar, University School of Business
Pardeep Kumar: Chandigarh University, Associate Professor, University School of Business

A chapter in Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024), 2024, pp 33-49 from Springer

Abstract: Abstract The purpose of this study is to examine Indian textile industry small medium enterprises (SMEs) performance by considering the direct influence of “digital marketing capabilities” and role of “customer relationship management” (CRM). A survey was used to collect the data from the respondents (n=252). The survey was conducted in Delhi/NCR. Hypothesis testing was carried out utilizing structural equation modeling with partial least squares. (PLS-SEM). Study results found that “digital marketing capabilities” influence “firm performance” and CRM. Further, CRM influences “firm performance”. Moreover, the mediating effect of CRM on the link between “digital marketing capabilities” and “firm performance” was significant. The study findings will help textile industries to focus on “digital marketing capabilities” (for instance social media and other technology related process used to interact with customers) and integrate them with CRM. Further, the current study’s findings can be used by textile industries to analyze their performance.

Keywords: Firm performance; Digital marketing; CRM; Textile industry (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-544-7_4

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