The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs)

Chih-Wen Wu, Dolores Botella-Carrubi and Cristina Blanco-González-Tejero

Technological Forecasting and Social Change, 2024, vol. 200, issue C

Abstract: In the digital environment, key to corporate positioning is Digital Marketing (DM), linked with factors such as innovativeness, proactiveness, organizational agility, and managerial capabilities, which are pivotal in the organization's strategy. In business strategy, the performance of an organization is a fundamental and crucial variable that significantly influences its overall success and effectiveness Thus, to analyze the link between these factors, 148 small and medium-sized enterprises (SMEs) in Taiwan are examined. The outcomes derived from structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) The study demonstrates that innovativeness, proactiveness, and managerial capabilities play a pivotal role in influencing the adoption of DM strategies, and additionally, the adoption of DM strategies has a discernible impact on organizational performance.

Keywords: Digital marketing strategy; Performance; fsQCA; Innovativeness; Small and medium-sized enterprises (SMEs) (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:200:y:2024:i:c:s0040162523008272

DOI: 10.1016/j.techfore.2023.123142

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