Digital Technology Orientation and Digital Marketing Technology among Uttarakhand MSMEs: Mediating Role of Attitude and Moderating Role of Organizational Readiness

Abstract

Adopting digital marketing technologies is essential to remain competitive, and MSMEs are no exception. Competitive and sustainable business development is the need of the hour. The present study examines the determinants of Digital Technology Orientation on the adoption of Digital Marketing Technology in MSMEs in Uttarakhand, India. The study also examines the mediating role of Attitude Toward Digital Marketing and the moderating role of Organizational Readiness in this relationship. Based on the Technology Acceptance Model and organizational readiness perspectives, a conceptual model was developed and empirically tested using data collected from 320 valid respondents. A cross-sectional statistical research design was adopted, and the data were analysed using PLS-SEM. The results indicate that digital technology orientation has a significantly positive impact on the attitude towards digital marketing and the adoption of digital marketing technology. Attitude Toward Digital Marketing also significantly affects the adoption of digital marketing technology and partially mediates the relationship between Digital Technology Orientation and adoption behaviour. What’s more, organizational readiness largely arbitrates the relationship between digital technology orientation and attitude towards digital marketing. This result indicates that the process of enhancing the adoption of digital infrastructure, employee capabilities, and organizational resources requires managerial support. The study contributes to the digital transformation and MSME literature by integrating technological, attitudinal, and organizational dimensions in a single framework. The findings have practical implications for MSME owners, policymakers, and support institutions in promoting digital readiness, training, and the strategic adoption of digital marketing technologies in geographically challenging regions such as Uttarakhand.