Impact of Digital Technology Capabilities on Operational Performance of the Media Industry: A Systematic Review

Purpose: The media sector comprises diverse modes of communication, such as print, broadcast, and digital platforms. The emergence of digital media has resulted in substantial changes, posed challenges to conventional media platforms, and presented novel prospects. Notwithstanding, the media sector encounters impediments such as copyright infringement apprehensions and the imperative to generate revenue from digital material. In addition, the industry has been disrupted by technological advancements and competition from digital behemoths such as Google and Facebook. The utilization of digital technology capability and digital innovation has become essential in augmenting operational performance. The significance of digital innovation in the media industry is increasingly being acknowledged. However, there is a dearth of literature concerning the impact of digital tech on performance in this sector. Methodology: The present study endeavors to bridge the existing research lacuna by undertaking a systematic review of literature to investigate the correlation between digital technology proficiency, digital innovation, and operational efficacy in the media sector. The PRISMA protocol was employed to conduct a search across four databases, and a content-based research methodology was utilized to analyze the collected studies. The search strategy involved the integration of controlled vocabulary terms and keywords, as well as the application of Boolean operators to enhance the precision of the search across multiple databases, including Web of Science, Scopus, IEEE Xplore, and Google Scholar. The inclusion criteria comprise studies that were conducted subsequent to the year 2010, authored in the English language, and have undergone peer-review. In accordance with the established inclusion criteria, a cumulative total of 23 studies (n =23) were deemed eligible for analysis. Findings: The findings of the systematic review show the significant impact of digital technology proficiency on the functional efficiency of the media sector. The capacity of digital technology, which includes proficiency, assets, and skills, is of paramount importance in propelling digital advancement and augmenting operational efficacy. The integration of digital technologies within the media industry has resulted in the democratization of content, the convergence of media platforms, and the emergence of novel hybrid media formats. The impact of digital capabilities on business performance can change, but in order to increase business performance, digital capabilities must lead to new digital innovations, which in turn can boost business performance. Unique contribution to theory, practice and policy: In order to achieve success in the contemporary digital landscape, media entities must strategically confront technological challenges, adopt digital advancements, and adjust to evolving market dynamics.