Digital Leadership and Retail Salesperson Performance

This study examines digital leadership's direct and indirect effects on digital literacy, innovative work behavior, and employee performance. The research included survey data from 555 salespeople in the retail sector, examined by least squares structural equation modeling. The findings indicate that digital leadership has a significant and positive direct effect on digital literacy, innovative work behavior, and work performance. Additionally, digital leadership also exerts indirect influence on work performance through the sequential mediation of digital literacy and innovative work behavior. Furthermore, the study identifies digital literacy as a significant moderator in the relationships between digital leadership and both innovative behavior and performance. The results of importance-performance map analysis indicate that boosting the performance of retail salespeople necessitates prioritizing digital leadership development solutions. These insights provide retail managers with the understanding necessary to discover mechanisms and settings that foster innovative behavior and enhance salesperson performance.