Examining the Influence of Digital Capabilities on Marketing Effectiveness in Indian Manufacturing: The Mediating Role of Customer Engagement and the Moderating Role of Organizational Agility – A PLS-SEM Approach

doi:N/A

Advances in Consumer Research

Issue 4 : 1419-1426

Original Article

Examining the Influence of Digital Capabilities on Marketing Effectiveness in Indian Manufacturing: The Mediating Role of Customer Engagement and the Moderating Role of Organizational Agility – A PLS-SEM Approach

Monika Bhatia

Independent Researcher, Firayalal Public School, Commerce Department, Ranchi, Jharkhand, India

Abstract

This study investigates the impact of digital capabilities on marketing effectiveness in the Indian manufacturing sector, examining the mediating role of customer engagement and the moderating role of organizational agility. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) on data from 404 respondents, results reveal that digital capabilities significantly enhance marketing effectiveness, both directly and through customer engagement. Furthermore, organizational agility strengthens this relationship. The findings offer theoretical and practical implications for enhancing marketing strategies through digital transformation and agile practices

Keywords

Digital Capabilities

Marketing Effectiveness

Customer Engagement

Organizational Agility

PLS-SEM

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