Translating Digital Marketing and E-commerce Skills into Business Performance: Decoding the Mediating Role of Digital Adoption in Poultry Microenterprises

The current research investigates the mediating role of Digital Skills Training and Digital Adoption in the relationship between the Business Performance of community entrepreneurs in Barangay 176-C, Bagong Silang, Caloocan City. To achieve this goal, a sample of 300 individuals will be selected, and a quantitative descriptive-correlational design will be applied in the research. Consequently, Partial Least Squares Structural Equation Modeling (PLS-SEM) will be utilized to examine the connection between Digital Skills Training, Digital Adoption and Business Performance. The results reveal that Digital Skills Training has a strong positive effect on Digital Adoption (β = 0.834) and Business Performance (β = 0.389) and that Digital Adoption also has a positive effect on Business Performance (β = 0.521). The results show that Digital Adoption can be regarded as partial mediating in the research because the model supports the “training-adoption-performance” concept (β = 0.434). In conclusion, the results of the study highlight the necessity of having practical digital skills training that leads to better Digital Adoption, which in its turn ensures better Business Performance. The research adds a new piece of knowledge regarding the connection between training and performance and broadens the empirical basis of studies that analyze community extension programs and digital livelihoods in developing countries.