Impact of Digital Marketing on Key Accounts Business Performance:Mediating Role of Market Sensing, Customer Linking and Product Innovation Performance

Abstract

The crucial clients that benefit a company strategically are known as key accounts. Building and sustaining digital marketing skills can frequently be a challenge in most key accounts businesses, owing to resource constraints along with integration challenges. Research specifically examining the connection between key account business performance (KABP) and digital marketing capabilities (DMCs) is small in number. Thus, the research's objectives consist of (a) evaluating how DMCs affect customer linkage capabilities (CLCs), marketing sensing capabilities (MSCs), product innovation performance (PIP), and KABP; and (b) evaluating how MSCs, CLCs, and PIP mediate the connection among DMCs and KABP. To gather information from managerial and executive staff employed by Pakistan's largest electronics distributors, the researcher employed a survey research methodology. The study employed the AMOS package to assess validity, factor analysis, proposed measurements, and SEM (structural equation modeling) using a multivariate analytic approach. The statistical analyses showed that CLCs, MSCs, PIP, and KABP are all significantly positively impacted by DMCs, indicating that CLCs, MSCs, and PIP act as mediating factors connecting DMCs and KABP. This report emphasizes the crucial role that plays in improving important account performance, offering firms enlightening information as they navigate the dynamic business context. Subsequent research endeavors could focus on doing a dynamic analysis of emerging trends within the DMCs and conducting a comparative analysis of the factors influencing the effectiveness of digital marketing strategies in other commercial areas.