“Innovative Digital Marketing Practices for Driving Consumer Growth in Emerging Markets”

This study examines the relationship between Social Customer Relationship Management (Social CRM), Digital Marketing, and Business Performance in the context of emerging markets. Drawing on a quantitative research design, data were collected from 388 respondents and analysed using Structural Equation Modelling (SEM). The findings reveal that Social CRM has a significant positive impact on Digital Marketing, which in turn has a strong influence on business performance. Mediation analysis further confirms that Digital Marketing acts as a critical intermediary, channelling the impact of Social CRM into improved organisational outcomes. Reliability and validity tests, including Cronbach’s Alpha, Composite Reliability, Average Variance Extracted, and discriminant validity, establish the robustness of the measurement model. The results highlight the strategic importance of integrating Social CRM capabilities with digital marketing practices to enhance customer engagement, loyalty, and profitability. This research contributes to both theory and practice by demonstrating how digital strategies transform relationship management into measurable business success.

Social CRM, Digital Marketing, Business Performance

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