Paper Number

1336

Paper Type

SP

Abstract

Fast-growing digitalisation has given organisations new possibilities and difficulties. B2C organisations must establish new digital marketing capabilities (DMC) to compete in the digital transformation of marketing. However, there is a scarcity of research that thoroughly explores the influence of digital marketing capabilities on firm performance. To fill this gap, this study conceptualises digital marketing capabilities into seven constructs: digital relationship capability, social media capability, digital selling capability, digital information management capability, digital marketing planning capability, digital marketing implementation capability, and digital leadership capability. Employing resource-based views, this study intends to investigate the relationships between digital marketing capabilities and firm performance and between individual digital marketing capabilities and firm performance.

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Jun 14th, 12:00 AM

THE EFFECT OF DIGITAL MARKETING CAPABILITIES ON FIRM PERFORMANCE

Fast-growing digitalisation has given organisations new possibilities and difficulties. B2C organisations must establish new digital marketing capabilities (DMC) to compete in the digital transformation of marketing. However, there is a scarcity of research that thoroughly explores the influence of digital marketing capabilities on firm performance. To fill this gap, this study conceptualises digital marketing capabilities into seven constructs: digital relationship capability, social media capability, digital selling capability, digital information management capability, digital marketing planning capability, digital marketing implementation capability, and digital leadership capability. Employing resource-based views, this study intends to investigate the relationships between digital marketing capabilities and firm performance and between individual digital marketing capabilities and firm performance.

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