Abstract This study examines the impact of digital marketing capabilities on customer engagement among Jordanian emerging dairy brands, while investigating the moderating role of sustainable marketing orientation. The study conceptualizes digital marketing capabilities through three dimensions: digital customer analytics, social media marketing capability, and digital content personalization. Primary data were collected from 150 managers and marketing professionals working in Jordanian dairy companies using a structured questionnaire. The proposed relationships were tested using structural equation modeling. The findings indicate that digital customer analytics, social media marketing capability, and digital content personalization positively influence customer engagement. Sustainable marketing orientation also strengthens the relationship between digital marketing capabilities and customer engagement by aligning digital marketing practices with environmental responsibility, ethical communication, and customer value creation. The results suggest that dairy brands that combine digital marketing tools with sustainable marketing principles are more likely to build stronger customer interaction, trust, loyalty, and brand attachment. This study contributes to digital marketing and sustainability literature by explaining how sustainable marketing orientation enhances the effectiveness of digital marketing capabilities in customer engagement. Practically, the findings recommend that Jordanian dairy brands invest in customer analytics, interactive digital platforms, personalized content, and sustainability-based communication to improve market relationships and long-term brand performance. Future studies may test this model in other food industries, service sectors, and regional markets.
ALFAWERH et al. (Thu,) studied this question.