Fostering Sustainable Business Growth: Evidence from Digital Marketing Adoption, Access to Finance and Government Support

Abstract

Small business owners used to face challenges due to limited digital capabilities, constraint access to capital and inconsistent government support. The aim of the study is to investigate the influence of digital marketing adoption, access to finance and Government support on sustainable business growth among small business owners, grounded by the Resource-Based View (RBV). Total 200 respondents who have small businesses related to retail and trade businesses are included in this study from Delhi. Five Likert Scale or questionnaire was used for the study and it is analysed by using structural equation modelling in jamovi software. The findings of the study revealed that all the antecedents such as digital marketing adoption, access to finance and government support have a statistically significant positive effect on sustainable business growth. From this study it is noticed that sustainable business growth has multiple factors which are responsible factors for the development of business.