Open access
Jul 2026
From traditional to digital: Marketing implications for business strategy in the emerging market
The research aims to investigate the relationship between digital marketing capabilities (DMCs) and business performance in Jordan, with customer engagement as a mediator, consumer trust as a reinforcing mechanism, and government digital support as a moderator. Jordanian small and medium-sized firms (SMEs) have also se...
I. Alkhaldy, Bader Ismaeel, H. AlAbabneh et al.
· Corporate & Business Strateg... · 0 citations