Small and medium-sized enterprises (SMEs) are key drivers of economic growth and
development. Innovation through digital transformation has the capacity to enable …

The study aimed to examine the impact of the marketing mix for digital content on the
marketing performance of five-star hotels in Jordan. The dimensions of the marketing mix for …

In recent years, digital transformation has become a pivotal factor for Small and
Mediumsized Enterprises (SMEs), empowering them to adopt emerging technologies for …

Purpose This study aims to advance the understanding of digital marketing capability by
conducting a comprehensive, systematic review of relevant literature at the firm level …

Purpose Entrepreneurship across sectors has been impacted by the paradigm of open
innovation in the last few decades. Although Open Innovation is argued to impact firm …

Purpose This study aims to investigate the comprehensive conceptualization how digital
marketing and its adoption increase the productivity of small and medium-sized enterprises …

The use of digital resources through digital marketing is an option to be able to reach
customers, build interactions with customers in real time and finally achieve customer …

Customer loyalty is often seen as one of the decisive factors in determining the fate of
organizations. In the age of digitization, organizations should think of advanced strategies to …

The focus of this research revolves around applying the dynamic capabilities (DC)
considering technological, organizational, and environmental dimensions (TOE framework) …

Objective: This study examines the influence of digital marketing capability on Micro, Small,
and Medium Enterprises (MSMEs) performance and the role of environmental dynamism as …