STRATEGIC INTEGRATION OF DIGITAL MARKETING PRACTICES AND E-BUSINESS PERFORMANCE IN EMERGING MARKETS
DOI:
https://doi.org/10.52326/jss.utm.2026.9(1).06Keywords:
content marketing, digital marketing strategies, e-business performance, PPC advertising, SEO, social media marketingAbstract
The rapid growth of digital technologies has transformed business operations, making digital marketing a critical driver of e-business performance, particularly in emerging economies. This study investigates the impact of four key digital marketing strategies, i.e. Search Engine Optimization (SEO), Social Media Marketing (SMM), Content Marketing (CM), and Pay-Per-Click (PPC) advertising on e-business performance. Using survey data collected from online businesses in emerging markets, the study employed Partial Least Squares Structural Equation Modelling (PLS-SEM) to assess the measurement and structural models. Results indicate that all four strategies significantly and positively influence e-business performance, with Social Media Marketing and Content Marketing demonstrating the strongest effects. The measurement model exhibited strong reliability and validity, and the structural model in e-business performance had substantial predictive relevance. The findings provide theoretical support for the Resource-Based View (RBV) and Technology Acceptance Model (TAM), highlighting digital marketing strategies as strategic capabilities that enhance online performance. Practically, the study offers actionable insights for managers to integrate multi-channel digital marketing strategies effectively and for policymakers to support digital infrastructure and literacy initiatives. Future research could explore longitudinal effects, moderating factors, and the role of emerging technologies such as AI and predictive analytics.
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