IT-related resources, digital marketing capabilities and business performance: moderating effects of digital orientation and technological turbulence

Purpose This research intends to develop a conceptual framework investigating how IT-related resources, namely IT advancement (ITAD) and IT alignment (ITAG), utilization relates to digital marketing capabilities (DMCs) development, which in turn improves business performance (BP), as well as how digital orientation (DO) and technological turbulence (TT) moderate these effects. Design/methodology/approach This study employs an online email-based survey technique to collect primary cross-sectional data from 388 small and medium-sized enterprises operating in India. Moderated hierarchical regression was used to validate the hypothesized relationships. Findings ITAD and ITAG are significant drivers of DMCs, and these capabilities positively influence BP. Moreover, DO strengthens the positive effect of ITAD and ITAG on DMCs, with ITAD having a higher impact than ITAG. Similarly, DMCs have a greater positive effect on BP in an environment with high TT. Originality/value Despite increased interest in the information technology resources required for the development of DMCs, less attention has been paid to the relationship between ITAD and ITAG resources and DMCs. In addition, few researchers investigate the moderating influence of DO on the relationship between IT-related resources and DMCs, as well as TT on the association between DMCs and BP.