Enterprise marketing models: Mechanisms of digital transformation

Yang Cheng and Jingyi Zhao

Finance Research Letters, 2025, vol. 72, issue C

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.

Keywords: Digital transformation; Enterprise marketing model transition; Digital technology innovation; Human capital; Heterogeneity (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:finlet:v:72:y:2025:i:c:s1544612324015149

DOI: 10.1016/j.frl.2024.106485

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