Improving multilevel marketing firm performance through network externality and digital technology support

Thamrin Selamet, Tirta Mursitama, Asnan Furinto and Pantri Heriyati

International Journal of Internet Marketing and Advertising, 2024, vol. 20, issue 2, 216-228

Abstract: Today's growth and development of digital technology have had an impact on a variety of businesses and industries. As a result, the multilevel marketing (MLM) industry must likewise embrace digital technologies. However, engaging MLM firms to utilise digital technology is a complex process. This study examines the relationship between network externality, digital adoption capability and MLM firm performance. This study uses a quantitative research method with a sample of 184 MLM companies in Indonesia. The data are taken by spreading the questionnaire. The findings revealed that the ability to adopt digital does not necessarily directly improve firm performance and instead must be mediated by network externality in terms of improving firm performance. Although turbulent technology has less influence on this industry, it should be considered during the strategy development process. This study found new empirical evidence that network externalities are an essential aspect of the MLM company's growth. The findings are projected to contribute to the network marketing business and management growth significantly.

Keywords: network marketing; multilevel marketing; MLM; network externality; digital adoption; technology turbulence. (search for similar items in EconPapers)
Date: 2024
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