THE IMPACT OF DIGITAL CIRCULAR MARKETING AND CUSTOMER SUSTAINABILITY ENGAGEMENT ON SUSTAINABLE VALUE CREATION AND BRAND SUSTAINABILITY REPUTATION IN SMES: THE MODERATING ROLE OF TECHNOLOGICAL READINESS

Abstract

The study examines how digitally enabled circular marketing and customer sustainability engagement influence sustainable value creation and brand sustainability reputation in SMEs, with technological readiness as a moderating factor. Using a quantitative cross-sectional design, data were collected from manufacturing SMEs in Pakistan and analyzed using SPSS and SmartPLS. The findings reveal that digital circular marketing and customer sustainability engagement significantly enhance both value creation and brand sustainability reputation. Technological readiness strengthens these relationships, indicating the importance of digital capacity in translating sustainability efforts into organizational outcomes. The study contributes to theory by extending the SOR framework into digital sustainability contexts and provides practical guidance for SMEs seeking to integrate digital transformation with sustainability strategy.