Access Journal

Purposes: In emerging economies like Vietnam, digital marketing plays a critical mediating role linking internal organisational factors and external environmental factors to competitive advantage. However, digital marketing is often perceived merely as a tactical tool. This study strategically positions digital marketing as a dynamic capability, grounded in the resource-based view, contingency theory, and institutional theory, to highlight its strategic importance in the unique context of emerging economies. Methods: A broad conceptual framework, guided by much theoretical and empirical literature, is applied to review the internal organisational factors and external environmental pressures in their influence on digital marketing that subsequently leads to competitive advantage. Several hypotheses are developed under this framework, putting the adoption of digital marketing as a mediating mechanism between organisational resources, environmental stimuli, and competitive advantages. Results: The findings indicate that digital marketing led to competitive advantage in a dynamic market between Vietnam by the internal factors of the business and external environmental pressures. Effectiveness of digital marketing is based not only on the adoption of technology but on internal capabilities' alignment with the demands of an external environment. Implications: This study throws digital marketing up as a very important mediator, helping businesses to channel strategic potential into sustainable competitive advantage amidst volatility in the emerging business environment. For practitioners, therefore, it throws an emphasis on developing internal readiness and proactively responding to external pressures by digital marketing.