Digital Transformation Enablers Examining the Mediating Role of Digital Agility in Marketing Performance

This paper reviews the impact of artificial intelligence, cloud computing, and analytics in digital marketing and specifically discusses the mediating effect of the digital agility. Based on the Dynamic Capabilities Theory, the research paper claims that digital technologies result in value creation because they help companies quickly respond to new market circumstances. The survey data that was gathered and utilized at the managerial level respondents of technology-oriented firms was used as a quantitative research design and 386 responses were used for final analysis. Partial least squares structural equation modeling (PLS-SEM) was used to test the proposed conceptual model. The results show that digital technologies have a positive impact on digital marketing performance in its direct and indirect way via digital agility. Digital agility can be described as one of the critical organizational capacities that help companies to detect the shift in the market, react fast, and efficiently redefine marketing strategies in the dynamic digital contexts. This paper has added to literature on digital transformation and marketing by pointing out the concept of digital agility as one of the mechanisms that can connect technology adoption and performance outcomes. To the managers, the findings imply that investments in digital technologies must be supported with agile-enhancing processes and capabilities in order to attain long-term digital marketing achievements.