Abstract
This study investigates the impact of informational capital on the marketing performance of Chinese small and medium-sized enterprises (SMEs), with industry type as a moderating factor. Drawing on the Resource-Based View, it examines how informational capital contributes to marketing effectiveness in emerging economies. Data from 293 SMEs across diverse sectors were analyzed using partial least squares structural equation modeling and multi-group analysis to test the proposed hypotheses. The results indicate that informational capital significantly enhances marketing performance, with stronger effects observed in service industries compared to manufacturing. By considering industry characteristics and organizational conditions, SME marketing managers can optimize their informational strategies to achieve sustainable competitiveness in fragmented and dynamic economic contexts.