Digital Marketing Capabilities and MSME Performance: Implications for Environmental Sustainability — Evidence from MSMEs in Uttarakhand, India

This paper analyses the effects of digital marketing capabilities on the performance of MSMEs and its consequences on environmental sustainability using the evidence of MSMEs in Uttarakhand, India. Based on the Resource-Based View (RBV), and the Balanced Scorecard (BSC), the research uses the Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the primary data of 293 MSMEs.