Exploring the digital marketing strategies that drive business performance: a focus on technological capabilities as a mediator

The global business paradigm has been greatly impacted by the emergence of digital marketing, which has supplanted traditional marketing. From a business-level viewpoint, the study provides a framework to describe how the change in digital marketing affects business performance in the 'new normal' setting. Additionally, it examines how technology skills function as a mediator in explaining company success. The cross-sectional study method was employed to collect data from 365 officials of SMEs in India. Following the application of the AMOS using SEM and the linear regression method through SPSS, it was found that online advertising, search engine marketing, and social media networking have a direct impact on business performance. Also, the outcomes indicate that technological capability is a mediator influencing the link between digital marketing and business performance. Finally, based on these findings, several interesting directions for further study as well as implications are proposed.