Digital Marketing Investment and The Sustainability Performance of Manufacturing Firms in Emerging Markets
Year: 2025
Type: article
Abstract: This paper investigated the relationship between digital marketing investment and the sustainability performance of manufacturing firms in emerging markets. The survey utilized a self-administered questionnaire approach, gathering a total of 287 completed responses for data analysis utilizing Smart PLS-SEM (version 4). The study reveals that digital marketing capability has a significantly positive effect on environmental performance. Similarly, digital marketing capability has a significant impact on financial performance. However, digital marketing capability exhibits no statistically significant effect on social performance. Furthermore, digital marketing strategic integration exhibits a significant effect on both environmental and social performance. Also, digital marketing strategic integration has a statistically significant, but negative effect on financial performance. The adoption of digital marketing technologies demonstrates a positively significant influence on financial performance. Also, the adoption of digital marketing technologies positively affects social performance significantly. Moreover, the adoption of digital marketing technologies has a significant effect on environmental performance. This investigation provides insights into the value of digital marketing investment and the sustainability performance of manufacturing firms in emerging markets, thereby highlighting their implications for theory, managers, and business success.
DOI: 10.14419/dq8hc071
Institution: Ghana Communication Technology University
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4414984305
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