Digital marketing tools and digital transformation capability as a factor in enhancing business performance in China and Kazakhstan

In unstable economic environments, digital transformation has become a critical factor in business sustainability, particularly in countries with emerging digital infrastructure. However, the practical implementation of digital marketing tools still faces numerous challenges, necessitating a comprehensive analysis of the factors influencing the effectiveness of such initiatives. This study aims to identify the relationships between the adoption of digital marketing, investments in marketing technologies, consumer engagement, business capacity for digital transformation, and business performance. The empirical basis relies on a survey of 390 professionals from China and Kazakhstan, with data analyzed using structural equation modeling and discriminant validity testing. The results revealed that consumer engagement has the strongest influence on a company's capacity for digital transformation (β = 0.418), followed by investments in digital technologies (β = 0.288). Accordingly, business capacity for digital transformation serves as a significant mediator affecting business performance (β = 0.809). The total explained variance was 60.2% and 66.2%. Thus, the proposed model refines the Technology Acceptance Model (TAM) framework and underscores the critical role of consumer engagement as a mediator between digital initiatives and the effectiveness of marketing programs. The practical contribution of this study lies in the development of a step-by-step digitalization strategy and a digital readiness checklist, applicable for assessing and planning corporate digital transformation prospects in emerging economies.