Digital Marketing Capabilities and MSME Performance: Implications for Environmental Sustainability — Evidence from MSMEs in Uttarakhand, India

Key Points

• The research aims to analyze the relationship between digital marketing capabilities and MSME performance, alongside its impact on environmental sustainability.
• Utilized Resource-Based View and Balanced Scorecard frameworks.
• Conducted analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM).
• Collected primary data from 293 MSMEs in Uttarakhand.
• Identified positive effects of digital marketing capabilities on MSME performance.
• Demonstrated implications for enhancing environmental sustainability among MSMEs.