Clicks to Growth -The Role of Digital Marketing Strategy in Entrepreneurial Success

Digital Marketing Strategy, Entrepreneurial Success, SMEs, Digital Capability, Customer Engagement, Entrepreneurial Orientation

In the swiftly changing digital economy, having a digital marketing strategy has become a vital factor influencing entrepreneurial success. This research investigates how digital marketing strategy (considered as the independent variable) relates to entrepreneurial success (the dependent variable), while also considering digital capability and customer engagement as mediating factors, and entrepreneurial orientation as a moderating factor. Utilizing the Resource-Based View (RBV) and Dynamic Capabilities Theory, this study employs a quantitative approach, analyzing survey responses from 250 entrepreneurs within small and medium-sized enterprises (SMEs). Structural Equation Modeling (SEM) is utilized to examine the proposed relationships. The results indicate that a robust digital marketing strategy significantly boosts entrepreneurial success, both directly and indirectly via digital capability and customer engagement. Moreover, entrepreneurial orientation enhances this connection by emphasizing the importance of innovation, proactivity, and risk-taking. This research enriches existing literature by integrating digital marketing into models of entrepreneurial performance and provides practical recommendations for practitioners and policymakers in developing economies.