{"title":"Enterprise marketing models: Mechanisms of digital transformation","authors":"Yang Cheng , Jingyi Zhao","doi":"10.1016/j.frl.2024.106485","DOIUrl":null,"url":null,"abstract":"<div><div>Digital transformation has elicited new development paths for enterprise marketing models with information technology's rapid development and popularization. Based on data from Chinese A-share listed companies from 2012 to 2022, findings indicate that digital transformation promoted enterprise marketing model transformation, which was more significant in private, large-scale, and labor-intensive enterprises. Digital transformation can achieve this shift through digital technology innovation and human capital. This study provides a decision-making basis for enterprises to adapt to the digital era by adjusting marketing strategies.</div></div>","PeriodicalId":12167,"journal":{"name":"Finance Research Letters","volume":"72 ","pages":"Article 106485"},"PeriodicalIF":7.4000,"publicationDate":"2024-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Finance Research Letters","FirstCategoryId":"96","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1544612324015149","RegionNum":2,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS, FINANCE","Score":null,"Total":0}
引用次数: 0
Abstract
Digital transformation has elicited new development paths for enterprise marketing models with information technology's rapid development and popularization. Based on data from Chinese A-share listed companies from 2012 to 2022, findings indicate that digital transformation promoted enterprise marketing model transformation, which was more significant in private, large-scale, and labor-intensive enterprises. Digital transformation can achieve this shift through digital technology innovation and human capital. This study provides a decision-making basis for enterprises to adapt to the digital era by adjusting marketing strategies.
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