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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Narendra Rathnaraj

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Conference Open access 2026

Impact of digital transformation on SME marketing performance: The mediating role of social media capability and the moderating role of market turbulence in the textile industry

This study aims at investigating the influence of digital transformation (DT) on the marketing performance of textile small and medium enterprises (SMEs) in South India, which is mediated by the capability of social media and moderated by the market turbulence. Although digital transformation is a key factor in firm co...

Narendra Rathnaraj · 0 citations

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