Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)

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Influence of Digital Marketing Capabilities on the Performance of Textile Industry SMEs

Authors
Preeti Sangwan1, 2, *, Pardeep Kumar3
1Research Scholar, University School of Business, Chandigarh University, Chandigarh, India
2Assistant Professor, Department of Business Studies, PIET, Samalkha, India
3Associate Professor, University School of Business, Chandigarh University, Chandigarh, India
*Corresponding author. Email: preeti.sangwan@gmail.com
Corresponding Author
Preeti Sangwan
Available Online 17 October 2024.
DOI
10.2991/978-94-6463-544-7_4How to use a DOI?
Keywords
Firm performance; Digital marketing; CRM; Textile industry
Abstract

The purpose of this study is to examine Indian textile industry small medium enterprises (SMEs) performance by considering the direct influence of “digital marketing capabilities” and role of “customer relationship management” (CRM). A survey was used to collect the data from the respondents (n=252). The survey was conducted in Delhi/NCR. Hypothesis testing was carried out utilizing structural equation modeling with partial least squares. (PLS-SEM). Study results found that “digital marketing capabilities” influence “firm performance” and CRM. Further, CRM influences “firm performance”. Moreover, the mediating effect of CRM on the link between “digital marketing capabilities” and “firm performance” was significant. The study findings will help textile industries to focus on “digital marketing capabilities” (for instance social media and other technology related process used to interact with customers) and integrate them with CRM. Further, the current study’s findings can be used by textile industries to analyze their performance.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
17 October 2024
ISBN
978-94-6463-544-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-544-7_4How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Preeti Sangwan
AU  - Pardeep Kumar
PY  - 2024
DA  - 2024/10/17
TI  - Influence of Digital Marketing Capabilities on the Performance of Textile Industry SMEs
BT  - Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
PB  - Atlantis Press
SP  - 33
EP  - 49
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-544-7_4
DO  - 10.2991/978-94-6463-544-7_4
ID  - Sangwan2024
ER  -