Digital marketing tools and digital transformation capability as a factor in enhancing business performance in China and Kazakhstan.

ABSTRACT: In unstable economic environments, digital transformation has become a critical factor in business sustainability, particularly in countries with emerging digital infrastructure. However, the practical implementation of digital marketing tools still faces numerous challenges, necessitating a comprehensive analysis of the factors influencing the effectiveness of such initiatives. This study aims to identify the relationships between the adoption of digital marketing, investments in marketing technologies, consumer engagement, business capacity for digital transformation, and business performance. The empirical basis relies on a survey of 390 professionals from China and Kazakhstan, with data analyzed using structural equation modeling and discriminant validity testing. The results revealed

SUBMITTER: Gao S 

PROVIDER: S-EPMC12546861 | biostudies-literature | 2025 Oct

REPOSITORIES: biostudies-literature