Paper Number
1336
Paper Type
Short Paper
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.
Recommended Citation
Song, Dan Ning and Liu, Claude CH, "The Effect of Digital Marketing Capabilities on Firm Performance" (2024). ECIS 2024 Proceedings. 9.
https://aisel.aisnet.org/ecis2024/track12_digtrans/track12_digtrans/9
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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