Work

Research on the Relationship Between Digital Marketing and Corporate Performance

Year: 2025

Type: article

Abstract: In the era of the digital economy in which disruptive information technologies such as artificial intelligence, blockchain, big data, and cloud computing prevail, digital marketing is increasingly becoming the focus of common attention in practice and academia. In this paper, companies listed on the GEM from 2019 to 2023 are selected as research samples to empirically test the impact and intrinsic role of digital marketing on enterprise performance. The results show that digital marketing significantly stimulates enterprise performance, and its incentive effect is mainly reflected in strategic innovation rather than substantive innovation. It is still valid after a series of endogeneity and robustness tests such as instrumental variable method and propensity score matching method. Based on the new perspective of information dynamic capability, this study opens the “black box” of digital marketing enabling enterprise performance and providing certain enlightenment for enterprises to effectively realizing the “win-win” of digital transformation and innovation ability improvement.

Source: Journal of Organizational and End User Computing

DOI: 10.4018/joeuc.369156

Authors: Lan Zhang, Yucen Guo, Bingze Li, Meifang Yao, Murong Miao, Chia-Huei Wu

Institutions: Jilin University of Finance and Economics, Jilin University, Northern Michigan University, Minghsin University of Science and Technology

Language: English

Topic: Digital Innovation in Industries

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: diamond

OpenAlex ID: W4407579341

FWCI: 9.584

Cites: 40

Cited by: 8

Related to: 10