This study investigates the impact of digital capabilities on marketing effectiveness in the Indian manufacturing sector, examining the mediating role of customer engagement and the moderating role of organizational agility. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) on data from 404 respondents, results reveal that digital capabilities significantly enhance marketing effectiveness, both directly and through customer engagement. Furthermore, organizational agility strengthens this relationship. The findings offer theoretical and practical implications for enhancing marketing strategies through digital transformation and agile practices
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