Interplay between Digital Marketing, Business Analytics and Innovation Capability: A Case of Greece SMEs

Abstract

This study examines the effects of digital marketing on the purchase intention and market performance of Small and Medium-Sized Enterprises (SMEs) in a developing market in Greece's pharmaceutical, IT, and service sectors. In the pharmaceutical, IT, and service industries, it also looks at how innovation capability functions as a mediating factor in the interaction between digital marketing, purchase intention, and market performance. A Partial Least Squares -Structural Equation Modelling (PLS-SEM) technique was employed to examine data from 260 Small and Medium-Sized Enterprises (SMEs) in the pharmaceutical, IT, and service industries. This study was conducted in Greece, and the targeted population was pharmaceutical, IT, and service sector owners and senior managers. As the population was unknown, it was dif􀅫icult to access all the owners and senior managers from Greece's SME sector. A non-probability sampling technique was used, and the sampling method was convenient. The main objective of this paper is to identify themes and trends directly related to digital marketing, business analytics, innovation capability, and SMEs. The 􀅫indings demonstrate that, through innovation capabilities in mediation, digital marketing directly impacts the market performance and purchase intention of SMEs in the pharmaceutical, IT, and service sectors. The results of this study offer valuable insights through business, through business analytics in moderation on digital marketing and market performance and purchase intention of SMEs. The results support earlier studies mostly carried out in developed (Western) economies. Practically speaking, this research aids SMEs in realising the value of innovation by encouraging them to test out new concepts Regularly to sustain innovation and a competitive edge in a demanding business climate. The moderating effect of business analytics and the mediating impact of innovative capabilities both require for further study.