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@article{195551,
        author = {Ms.K.Priyadharshini and Dr. S. Arulraj},
        title = {Influence of Digital Platform Capabilities on Sales Performance, Brand Visibility, and Competitive Positioning in Women’s Apparel Business},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {598-603},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=195551},
        abstract = {The growing dependence on the digital space has remodeled how small-scale retail businesses are run, especially in the visually oriented industries like women apparel. Although its usage is widespread, there is a lack of research on how the capabilities of digital platforms can be converted into firm-level performance results via underlying mechanisms. Based on the Technology Acceptance Model (TAM) and the Resource-Based View (RBV), this research creates a framework of mechanisms connecting the use of digital platforms and content effectiveness to sales performance and competitive positioning using the customer engagement mechanism and brand visibility as underlying elements and trust as a moderating variable. A structured questionnaire was used to gather primary data on 220 entrepreneurs dealing with women apparel in the Erode district and regression and moderation were used to test the proposed relationship. The results show that digital platform capabilities are important in the engagement of customers which consequently drives the brand visibility and sales performance. Trust has not only a direct impact on sales performance, but also a constitutive effect on the engagement-performance relationship. The paper offers a process-oriented description of the role of digital platforms in the performance of firms and gives real-life ideas on how small retail businesses can use engagement, content quality, and trust-building strategies to gain a competitive edge in new markets.},
        keywords = {Digital platforms; Customer engagement; Brand visibility; Trust; Sales performance; Competitive positioning; Women’s apparel},
        month = {April},
        }