Digital marketing capabilities, dynamic capabilities, and competitive advantage: the moderating role of digital leadership

Abstract

This study aims to analyse the role of digital marketing capabilities and dynamic capabilities on competitive advantage along with the moderating effect of digital leadership in the Indian SMEs context. Quantitative data were collected and the conceptual framework was tested using PLS algorithm. Findings verified that digital marketing capabilities and dynamic capabilities have a significant effect on competitive advantage. Findings also confirmed that digital leadership moderates on relationship between digital marketing capabilities, dynamic capabilities, and competitive advantage. Finally, implications with limitations and future scope are presented.