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Enterprise marketing models: Mechanisms of digital transformation

Author

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  • Cheng, Yang
  • Zhao, Jingyi

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.

Suggested Citation

  • Cheng, Yang & Zhao, Jingyi, 2025. "Enterprise marketing models: Mechanisms of digital transformation," Finance Research Letters, Elsevier, vol. 72(C).
    • Handle: RePEc:eee:finlet:v:72:y:2025:i:c:s1544612324015149
    DOI: 10.1016/j.frl.2024.106485
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