August 26, 2025Global Management Sciences ReviewOpen Access

Digital Capabilities and Firm Performance: Mediating role of Marketing Services and Moderating Effects of Digital Transformation Knowledge & Innovation Investment

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Authors

KAKhurram Ashfaq AIAisha ImtiazIslamia College University NANasir Abbas

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Implication

Quantitative analysis reveals marketing services mediate the relationship between digital capabilities and firm performance, suggesting digital transformation knowledge enhances this effect.

Key Points

Digital capabilities positively influence marketing services, leading to improved firm performance in banks.
The analysis, using partial least squares structural equation modeling, confirms marketing services as a partial mediator.
Digital transformation knowledge strengthens the connection between digital capabilities and marketing services.
Investing in innovation amplifies the positive effect of marketing services on overall firm performance.

Cite This Study

Ashfaq et al. (2025) studied this question.

synapsesocial.com/papers/68af7dec7567bf4f94ff4b72 https://doi.org/10.31703/gmsr.2025(x-ii).07

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Implication

Quantitative analysis reveals marketing services mediate the relationship between digital capabilities and firm performance, suggesting digital transformation knowledge enhances this effect.

Digital Capabilities and Firm Performance: Mediating role of Marketing Services and Moderating Effects of Digital Transformation Knowledge & Innovation Investment

Discussion

Member takes

Implication

Key Points

Cite This Study

Digital Capabilities and Firm Performance: Mediating role of Marketing Services and Moderating Effects of Digital Transformation Knowledge & Innovation Investment

Discussion

Member takes

Implication

Key Points

Cite This Study

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