Effect of Digital Marketing Capabilities and Blockchain Technology on Organizational Performance and Psychology

Abstract

Digitalization plays an integral role in the transformation of the Omni structure. This study aims to investigate the effect of digital marketing capabilities (DMCs) and blockchain technology on customer-linking capabilities (CLCs), market-sensing capabilities (MSCs), consumer-brand engagement (CBE), and firm performance in China. The study was quantitative, and a simple random sampling technique was adopted for data collection. Data were collected using a structured questionnaire, 311 questionnaires were distributed, and a 5-point Likert scale was used to collect the data from the respondents who were employed in the Omni structure industries. The research hypothesis was tested using the structural equation modeling (SEM) technique. The results have identified a significant correlation and direct effect between DMCs, CLCs, MSCs, and firm performance. Remarkably, the effect of DMCs on CBE is significant. The mediating effect of MSCs and CLCs is significant between the relationship of DMCs and firm performance. The organization performance in the Omni structure depends on how well the DMCs have been employed. The DMCs influence MSCs, CLCs, and CBE. Henceforth, this study contributes by analyzing the role of DMCs in blockchain technology.

Un enfoque sistémico en los agronegocios: Oportunidades para el desarrollo rural

“…En la actualidad las estrategias digitales se han establecido como herramientas eficaces y facilitadoras de procesos de comercialización (Hoyos-Estrada y Sastoque-Gómez, 2020); lo que permite a las organizaciones segmentar eficientemente el público objetivo e ingresar a nuevos mercados con mayor facilidad (Bricio-Samaniego et al, 2018), en los que es posible generar reducción de costos en las transacciones, transporte y almacenamiento; crecimiento exponencial en las organizaciones; eliminación del intermediario; mayor agilidad en los procesos operacionales y traspaso de las barreras geográficas (Oubiña, 2020). El marketing digital se entiende desde la psicología humana y las métricas (Liu, 2022;Saura, 2021). La primera permite determinar los hábitos de compra de los consumidores, así como también, conocer los gustos, los sueños, los miedos, las dificultades y la situación actual del público objetivo, lo que permitirá presentar de forma oportuna la solución al problema del nicho de mercado, por medio de un proceso de transformación o en algunas ocasiones generar la necesidad de problema (Kozinets, 2002;Pratap, 2021).…”

Unleashing Competitive Advantage through Digital Marketing: Expanding Customer Access and Social Platform Development

“…Similarly, Liu et al (2022) conducted a study titled "The Influence of Digital Marketing Capabilities and Blockchain Technology on Organizational Performance and Psychology," posited that digitalization plays a pivotal role in transforming the Omni structure. The study aimed to investigate the impact of Digital Marketing Capabilities (DMC) and blockchain technology on customer communication capabilities (CLC), market sensing capabilities (MSCS), customer brand engagement (CBE), and company performance in China.…”