The relationship of digital marketing capabilities and export market orientation with export performance: an application in the textile sector

The aim of this study is to measure the relationship between digital marketing capabilities and export market orientation and export performance of businesses operating in the Denizli textile sector and engaged in foreign trade. For this purpose, a model was established that includes the relationship between digital marketing capability, export market orientation and export performance. In the study where survey application was chosen as a quantitative method, Denizli textile exporters were determined as the universe and 180 businesses were selected to represent the sample of the study. In line with the purpose of the study, correlation and regression analyzes were conducted to measure the relationship between digital marketing capabilities and export market orientation in businesses and export performance. According to the analysis results; A significant relationship was found between digital marketing capabilities and export market orientation. It was also concluded that there is a significant relationship between export market orientation and export performance.