Mohammad Iqbal, Hosianna Ayu Hidayati, Andriani Kusumawati, Brillyanes Sanawiri, Rudi Salam
This study examines how digital marketing capabilities (DMCs) enhance marketing performance (MP) among small and medium enterprises (SMEs), emphasizing the mediating roles of entrepreneurial orientation (EO) and entrepreneurial marketing (EM). Using survey data from 398 SMEs in North Sumatra, Indonesia, analyzed through PLS–SEM (SmartPLS 4.0), results show that DMCs positively affect MP. EO and EM significantly mediate this relationship, highlighting that digital tools must be complemented by entrepreneurial and adaptive marketing behaviors. Grounded in Dynamic Capabilities Theory, the study proposes an integrated framework where DMCs, EO, and EM function as interrelated dynamic capabilities, jointly driving competitiveness and marketing success in technology-driven markets. © 2026 selection and editorial matter, Chamindika Weerakoon, Wasantha Athukorala and Athula Ekanayake; individual chapters, the contributors.
Department of Business Administration, Faculty of Administrative Science, Brawijaya University, East Java, Malang, Indonesia; Department of Business Administration, Faculty of Social and Political Science, University of North Sumatera (USU), Padang Bulan, Medan, Indonesia; Department of Business Administration, Faculty of Administrative Science, Brawijaya University, Indonesia; Department of Business Administration, Faculty of Administrative Science, Brawijaya University, East Java, Malang, Indonesia; Department of Administrative Sciences, Faculty of Social Sciences and Law, Universitas Negeri Makassar, Makassar, Indonesia
