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April 1, 2026Open Access

Business Resilience and Firm Sustainability: The Contingent Role of Digital Marketing Capability in Emerging Market Smes

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Authors

OBOnamusi Abiodun BabatundeOOOlatunji Patrick OlanrewajuOOOreagba Oluwakemi

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Overview

Examines the effect of business resilience on sustainability in SMEs, indicating digital marketing enhances this relationship.

Key Points

  • The research aims to explore how business resilience affects firm sustainability and the role of digital marketing capability in this relationship.
  • Survey of 120 owner-managers of agro-allied SMEs in Osun State, Nigeria.
  • Used hierarchical regression analysis to assess relationships between variables.
  • Examined the moderating effect of digital marketing capability on resilience and sustainability.
  • Business resilience significantly improves sustainability outcomes.
  • Digital marketing capability positively moderates the relationship between resilience and sustainability (ΔR² = 0.010, ΔF = 7.230, p = 0.008).
  • Digitally enabled firms are more effective at converting resilience into sustainable performance.

Cite This Study

Babatunde et al. (2026) studied this question.

synapsesocial.com/papers/69ccb7c216edfba7beb89e8fhttps://doi.org/10.5281/zenodo.19340240
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