Enhancing Digital Marketing Performance of Small Agro Processing Enterprises: The Role of Absorptive Capacity, Branding Capability, and Brand Orientation
ABSTRACT
This article investigates the inter-relational effects of absorptive capacity, branding capabilities and brand orientation on digital marketing performance of small agro-processing enterprises. This survey used a self-administered questionnaire to collect data from 497 small agro-processing enterprises in Ghana and partial least-squares model modeling to analyze the data. Findings reveal that absorptive capacity significantly impacts digital marketing performance, and external branding capabilities partially mediate this influence. Additionally, brand orientation moderates the effect of absorptive capacity on external branding capabilities, thereby enhancing digital marketing performance. The study has theoretical and practical implications on how small agro-processing enterprises leverage the symbiotic effects of external knowledge and internal capabilities to develop branding capabilities for digital marketing performance. The study highlights the moderating effects of brand orientation on absorptive capacity and external branding capabilities as a modest contribution to the brand management and entrepreneurship literature.
