Brand capabilities in digital marketing: The key to enhancing marketing performance

• DOI: 10.5267/j.ijdns.2023.12.012
• Publication Date: 2024-01-18T08:27:57Z
• Authors: Abdul Razak Munir; Nuraeni Kadir; Fauziah Umar; Andi Syahida Ulha...; Syarifuddin Sulaiman
• Keywords: H; Management. Industrial management; Social Sciences; HD28-70

This study presents a structural equation model to describe the interrelationships between Digital Marketing, Brand Articulating Capability, Resonance and Marketing Performance. It employs cross-sectional examine relationships among those research variables. utilized survey methodology, which involved gathering data from 292 participants who were representatives of small medium enterprises (SMEs) in South Sulawesi, Indonesia. Out questionnaires distributed, 270 considered appropriate for analysis. Four hypotheses formulated examined by employing modeling (SEM) analysis, revealed several noteworthy findings. The results suggest that SMEs with stronger focus on digital marketing are more likely enhance their capacity articulate brand, leading improved effectiveness. In contrast, higher level tend acquire brand resonance capabilities. findings this highlight significance Capability factors improving impact Performance, hence facilitating growth SMEs.