BRAND IDENTITY, CUSTOMER RETENTION, AND THE DIGITAL MARKETING CAPABILITIES THE MARKET COMPETITION INTENSITY AS A MODERATOR

Abstract This study examines the intricate relationships among digital marketing capabilities, digital marketing orientation, E-CRM, brand personality, and customer retention, focusing on how market competition intensity influences these relationships among entrepreneurial ventures, primarily in the Saudi market. The focal objective is to understand how these factors collectively influence brand identity while highlighting the role of market competition structure as a moderating factor. Data were collected from 266 managers across various departments of Saudi entrepreneurial ventures, and the analysis was conducted using structural equation modeling. This approach allowed for the investigation of both direct and indirect relationships, as well as the moderating effects of competition structure. The findings indicate that the relationships among digital marketing capabilities, digital marketing orientation, E-CRM, and brand identity vary, with market competition structure serving as a significant moderator. This suggests that digital marketing capabilities, digital marketing orientation, and E-CRM should be tailored to effectiveness based on the level of competition of the entrepreneurial ventures. In practice, the research emphasizes the importance of adjusting marketing strategies to competitive conditions and identifies areas of marketing that require modification.