Hegemony of Digital Platforms, Innovation Culture, and E-Commerce Marketing Capabilities: The Innovation Performance Perspective

Amira Khattak
Additional contact information
Amira Khattak: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia

Sustainability, 2022, vol. 14, issue 1, 1-13

Abstract: Advanced technologies have affected business models. Sustainable innovation performance has become very critical for the survival of businesses, in particular in emerging economies. Therefore, this study aims to investigate the impact of digital platforms, innovation culture (IC), and e-commerce marketing capabilities on innovation performance (IP). In this study, the intervening role of IC was studied. Furthermore, the moderating role of e-commerce marketing capabilities was studied regarding the link between digital platforms and IP. Data were collected from the top management of small and medium enterprises (SMEs) working in several cities in Pakistan. For the data collection and analysis, the quantitative research method was used. Correlation, regression, and bootstrap methods were applied to test hypotheses. The results showed that digital platforms have positive impacts on innovation culture and IP. The findings verified that IC plays a mediating role in the relationship between digital platforms and IP. Moreover, digital platforms increase IP in the presence of e-commerce marketing capabilities. SMEs employ a self-motivated perspective, and it is necessary to evaluate their performance in terms of innovation. Subsequently, businesses that innovate their services and products with respect to their customers’ demands have the capacity to achieve true success. Consequently, SMEs need to analyze their IP for their businesses to flourish. The study emphasizes the overlooked relation of digital platforms and IP, as well as demonstrates the mediation effect of IC.

Keywords: digital platforms; innovation culture; e-commerce marketing capabilities; innovation performance; SMEs (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/1/463/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/1/463/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:1:p:463-:d:716259

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().