BUSINESS PERFORMANCE THROUGH MARKETING, ORIENTATION AND INNOVATIVENESS: MEDIATED BY ENGAGEMENT AND TRUST
Bibliographic record
Abstract
The current study aims to examine how entrepreneurial orientation, digital marketing capability, and consumer innovativeness influence the business performance, with focus on the mediating effects of customer engagement & brand trust. The research integrates perspectives from entrepreneurship, marketing, and behavioral sciences to provide a holistic understanding of performance drivers in emerging markets. A quantitative, cross-sectional design was adopted, collecting data through a structured questionnaire from 400 SMEs operating in consumer goods & services sectors of Pakistan. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to test the hypothesized relationships. The measurement model was validated for reliability and construct validity before assessing the structural model. In this regard, the results show that brand trust, consumer innovativeness, and entrepreneurial orientation significantly boost business performance, both directly and through customer engagement. In this linking, digital marketing capability improves performance and engagement but does not significantly impact brand trust wherein mediation analysis confirms the indirect roles of trust as well as engagement, except in the case of digital marketing capability.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.008 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.003 | 0.001 |
| Open science | 0.000 | 0.002 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.003 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".