[16] THE IMPACT OF DIGITAL MARKETING ADOPTION ON START-UP PERFORMANCE: EVIDENCE FROM INDIAN ENTREPRENEURS

ARTICLE INFO: Date of Submission: Mar 7, 2025, Revised: Mar 25, 2025, Accepted: March 28, 2025, CrossRef d.o.i. : https://doi.org/10.56815/ijmrr.v4i1.2025.139-151. How to Cite: Pooja Bhola & Lalit Sachdeva (2025). The Impact of Digital Marketing Adoption on Start-Up Performance: Evidence from Indian Entrepreneurs. International Journal of Multidisciplinary Research & Reviews. 4(1). 139-151.

Abstract

This study examines the impact of digital marketing adoption on start-up performance in India, addressing the gap between
adoption intent and measurable outcomes. Using data from 394 start-ups and employing PLS-SEM analysis, the research evaluates both financial (revenue growth, profitability, cost efficiency) and non-financial (brand visibility, customer engagement, market expansion) performance. The findings indicate that digital marketing adoption significantly enhances both dimensions, with stronger effects observed in non-financial outcomes. Grounded in the Resource-Based View and Dynamic Capabilities framework, the study demonstrates that digital tools function as both strategic resources and adaptive capabilities. The results highlight that performance gains are consistent across sectors and geographies, reinforcing digital marketing as a scalable growth lever. The study contributes empirical evidence from an emerging economy, offering implications for entrepreneurs, investors, and policymakers.