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March 30, 20260 citationsOpen Access

Digital Marketing Capabilities and MSME Performance: Implications for Environmental Sustainability — Evidence from MSMEs in Uttarakhand, India

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SJSurendra Singh JagwanNSNirmesh SharmaASAshwani Sharma

Key Points

  • Investigate the relationship between digital marketing capabilities and MSME performance, along with implications for environmental sustainability.
  • Analyzed data from 293 MSMEs in Uttarakhand, India.
  • Utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) for analysis.
  • Based on Resource-Based View (RBV) and Balanced Scorecard (BSC) frameworks.
  • Identified positive effects of digital marketing capabilities on MSME performance.
  • Established connections between MSME performance and environmental sustainability.

Abstract

This paper analyses the effects of digital marketing capabilities on the performance of MSMEs and its consequences on environmental sustainability using the evidence of MSMEs in Uttarakhand, India. Based on the Resource-Based View (RBV), and the Balanced Scorecard (BSC), the research uses the Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the primary data of 293 MSMEs.

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Cite This Study

Jagwan et al. (2024) studied this question.

synapsesocial.com/papers/69c9c553f8fdd13afe0bd49bhttps://doi.org/10.5281/zenodo.19277414
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