Published Paper Details:

The role of digital sustainable marketing, including social media marketing, e-commerce adoption, digital infrastructure access, and sustainability-oriented digital practices, was examined in this study as factors that scale up rural entrepreneurs in Jharkhand. The research was based on quantitative research design, and the responses were obtained from a survey of 130 rural entrepreneurs. The research analyzed the impacts of digital tools on outgrowth, market expansion, digital marketing effectiveness, and business resilience. The study showed ambiguous results. Social media marketing, on the other hand, was found to have a significant but negative impact on enterprise growth, which was indicative of ineffective usage and poor digital skills. On the other hand, e-commerce adoption contributed to market expansion and business sustainability through organized logistics, packaging, and digital support systems. Although digital infrastructure and access are vital, they still negatively affect the digital marketing effectiveness, which highlights the connectivity and skill deficiency issue. Sustainable digital marketing practices played a prominent role in the growth of the businesses, and they also positively impacted by being the major contributor to the transparency of business operations and the minimization of the project's negative environmental impact. The research results highlight the need for skillful digital marketing users and, at the same time, underline the need for effective infrastructure that creates a vibrant and effective Jharkhand rural entrepreneurial ecosystem.